A meta‐analysis on the effects of product scarcity

Product scarcity can influence purchase decisions, but this relationship is multifaceted due to the influence of various cues. This study aims to integrate knowledge of this subject through a meta‐analysis. The findings suggest that the likelihood of purchasing a scarce product is greater under (i)...

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Bibliographic Details
Published inPsychology & marketing Vol. 40; no. 7; pp. 1267 - 1279
Main Authors Ladeira, Wagner Junior, Lim, Weng Marc, Santini, Fernando, Rasul, Tareq, Perin, Marcelo G., Altinay, Levent
Format Journal Article
LanguageEnglish
Published Hoboken Wiley Periodicals Inc 01.07.2023
Subjects
heterogeneity
Meta-analysis
product cue
product scarcity
purchase decision
Scarcity
scarcity cue
theory development
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Summary:Product scarcity can influence purchase decisions, but this relationship is multifaceted due to the influence of various cues. This study aims to integrate knowledge of this subject through a meta‐analysis. The findings suggest that the likelihood of purchasing a scarce product is greater under (i) scarcity conditions of excessive demand (rather than restricted supply) and variety (rather than a category), but not urgency (limited quantity and limited time) scarcity, and (ii) product conditions of enduring luxuries (as opposed to transitory luxuries) and the presence (rather than absence) of social signaling and seasonality. From a theoretical standpoint, this study offers a typology of product and scarcity cues and employs a meta‐analysis to enhance our understanding of the relationships between product scarcity, product and scarcity cues, and purchase decisions, resulting in the establishment of a heterogeneous theory of product scarcity. From a managerial standpoint, the study suggests that product scarcity can affect purchase decisions and can be ethically utilized as a marketing strategy.
ISSN:0742-6046
1520-6793
DOI:10.1002/mar.21816