Preference Versus Freedom: Two Psychological Meanings of Scarcity and Their Influences on Consumer Choice

This article conceptualizes two distinct types of scarcity, namely unit scarcity and option scarcity, and shows that unit (option) scarcity decreases (increases) variety seeking. Focus on preference (freedom of choice) mediates the effect. Both effects are present only when a favorite option is included in the choice set.



Citation:

Hanyong Park and David Silvera (2016) ,"Preference Versus Freedom: Two Psychological Meanings of Scarcity and Their Influences on Consumer Choice", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 584-585.

Authors

Hanyong Park, University of Texas at San Antonio, USA
David Silvera, University of Texas at San Antonio, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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