Impact of Product Supply Level on Choice Switching

This research examines how scarcity (vs. abundance) impacts consumer choices and preferences when consumers are choosing among close alternatives. We show that scarcity induces arousal, which intensifies the feeling of uncertainty when consumers are choosing among close alternatives, leading to greater choice switching behaviors (choosing the initially less-preferred option).


Yuechen Wu, Meng Zhu, and Rebecca Ratner (2019) ,"Impact of Product Supply Level on Choice Switching", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 237-242.


Yuechen Wu, Johns Hopkins University, USA
Meng Zhu, Johns Hopkins University, USA
Rebecca Ratner, University of Maryland, USA


NA - Advances in Consumer Research Volume 47 | 2019

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