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

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...

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Bibliographic Details
Published inInternational journal of research in marketing Vol. 33; no. 4; pp. 961 - 965
Main Authors Robinson, Stacey G., Brady, Michael K., Lemon, Katherine N., Giebelhausen, Michael
Format Journal Article
LanguageEnglish
Published Elsevier B.V 01.12.2016
Subjects
Heuristics
Inventory
Replication
Shelf-based scarcity
Shelf-based scarcity
Replication
Heuristics
Inventory
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Summary: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.
ISSN:0167-8116
1873-8001
DOI:10.1016/j.ijresmar.2016.03.005