The Effect of Scarcity on Product Evaluation

Seung Yun Lee, McGill University, Canada
Ashesh Mukherjee, McGill University, Canada
Marketers often use scarcity to influence consumers, with announcements such as “hurry, limited quantities” or “exclusive offer, limited time only.” In four studies, we show that scarcity has a stronger positive effect on product evaluation when salience of persuasion knowledge is low, frequency of exposure to scarcity claims is low, decision reversibility is high, and cognitive load is high. Further, we show that these moderating effects are driven by inferences made by consumers about the scarcity cue.
[ to cite ]:
Seung Yun Lee and Ashesh Mukherjee (2011) ,"The Effect of Scarcity on Product Evaluation", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.