When less sells more and when it does not: The impact of product scarcity on preference and choice
2007
van Herpen, E. | Pieters, F.G.M. | Zeelenberg, M.
The present research extends commodity theory, by revealing the effects of product scarcity due to different causes on consumers’ inferences, preferences and choice. The attraction of scarce products comes from two markedly different mechanisms: popularity for demand-caused scarcity and exclusiveness for supply-caused scarcity. In addition, scarcity due to excess demand may actually backfire and reduce product preferences if the need to be unique is activated. In this way, the authors have shown when less sells more and when it does not
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