The Less There Is, the More I Want: the Effect of Scarcity on Satiation

Consumers like scarce products as they consider them more valuable. We show that people satiate slower from a product that is believed to be scarce due to an experienced urge to take advantage of a seemingly rare consumption opportunity, which prevents them from keeping track of the amount being consumed.


Julio Sevilla, Joseph Redden, and Shenghui Zhao (2011) ,"The Less There Is, the More I Want: the Effect of Scarcity on Satiation", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 206-207.


Julio Sevilla, University of Miami, USA
Joseph Redden, University of Minnesota, USA
Shenghui Zhao, University of Miami, USA


NA - Advances in Consumer Research Volume 39 | 2011

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