When less sells more and when it does not: The impact of product scarcity on preference and choice

E. van Herpen, F.G.M. Pieters, M. Zeelenberg

Research output: Book/ReportReportAcademic

Abstract

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
Original languageEnglish
Place of PublicationWageningen
PublisherLsg Marktkunde en Consumentengedrag
Number of pages36
Publication statusPublished - 2007

Publication series

NameWorking paper / Mansholt Graduate School of Social Sciences : Discussion paper
PublisherLSG. Marktkunde en consumentengedrag

Keywords

  • consumption
  • consumers
  • consumer behaviour
  • commodities
  • scarcity

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    van Herpen, E., Pieters, F. G. M., & Zeelenberg, M. (2007). When less sells more and when it does not: The impact of product scarcity on preference and choice. (Working paper / Mansholt Graduate School of Social Sciences : Discussion paper). Wageningen: Lsg Marktkunde en Consumentengedrag.