Less of this one? I'll take it: New insights on the influence of shelf-based scarcity

• Autores: Stacey G. Robinson, Michael K. Brady, Katherine N. Lemon, Michael Giebelhausen
• Localización: International journal of research in marketing, ISSN 0167-8116, Vol. 33, Nº 4, 2016, págs. 961-965
• Idioma: inglés
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• Resumen

  • Abstract Recently, Parker and Lehmann (2011) demonstrated shelf-based scarcity influences consumer preference. In addition to replicating their work across four studies, we extend their findings with evidence that shelf-based scarcity cues 1) impact consumer willingness-to-pay, 2) increase the likelihood of selecting an unfamiliar brand, and 3) influence actual product choice in a field study. Furthermore, we replicate the original study in a different research context that extends beyond packaged goods, with visible inventories that are only 25% different from one another, utilizing a different presentation format. Taken together, this research demonstrates that shelf-based scarcity is a robust heuristic that has far-reaching and stable effects on consumer purchase decisions.