Assessing the Relationship Between Product Scarcity and Consumer Utility
Consumers who are more resourceful are likely to find value (i.e., utility in a conjoint analysis design) associated with product scarcity if it is driven by excess demand, but not if driven by insufficient supply. The latter is universally unattractive, unless the market includes counterfeit products.
Claudiu Dimofte (2021) ,"Assessing the Relationship Between Product Scarcity and Consumer Utility", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 908-908.
Claudiu Dimofte, San Diego State University
NA - Advances in Consumer Research Volume 49 | 2021
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