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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

J15. The Deliberation Effect on the Judgment and Choice of Anthropomorphized Products

Juliana M. Batista, EAESP Fundação Getúlio Vargas
Jose Mauro C. Hernandez, Centro Universitário FEI

Read More

Featured

D5. Bragging about Effort? Personal Effort Decreases Word-of-Mouth

JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

I1. Blaming Him or Them? A Study on Attribution Behavior

Chun Zhang, University of Dayton
Michel Laroche, Concordia University, Canada
Yaoqi Li, Sun Yat-Sen University, China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.