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

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  • Robinson, Stacey G.
  • Brady, Michael K.
  • Lemon, Katherine N.
  • Giebelhausen, Michael

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.

Suggested Citation

  • Robinson, Stacey G. & Brady, Michael K. & Lemon, Katherine N. & Giebelhausen, Michael, 2016. "Less of this one? I'll take it: New insights on the influence of shelf-based scarcity," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 961-965.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:4:p:961-965
    DOI: 10.1016/j.ijresmar.2016.03.005
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    References listed on IDEAS

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    1. Simonson, Itamar, 1989. "Choice Based on Reasons: The Case of Attraction and Compromise Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(2), pages 158-174, September.
    2. Parker, Jeffrey R. & Lehmann, Donald R., 2011. "When Shelf-Based Scarcity Impacts Consumer Preferences," Journal of Retailing, Elsevier, vol. 87(2), pages 142-155.
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    Cited by:

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    2. Henkel, Laura & Toporowski, Waldemar, 2021. "Hurry up! The effect of pop-up stores’ ephemerality on consumers’ intention to visit," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Tu, Gengyang & Faure, Corinne & Schleich, Joachim & Guetlein, Marie-Charlotte, 2021. "The heat is off! The role of technology attributes and individual attitudes in the diffusion of Smart thermostats – findings from a multi-country survey," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    4. Wansink, Brian, 2017. "Healthy Profits: An Interdisciplinary Retail Framework that Increases the Sales of Healthy Foods," Journal of Retailing, Elsevier, vol. 93(1), pages 65-78.
    5. Gupta, Shipra & Coskun, Merve, 2021. "The influence of human crowding and store messiness on consumer purchase intention– the role of contamination and scarcity perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    6. Kirk, Colleen P. & Rifkin, Laura S., 2020. "I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic," Journal of Business Research, Elsevier, vol. 117(C), pages 124-131.
    7. Islam, Tahir & Pitafi, Abdul Hameed & Arya, Vikas & Wang, Ying & Akhtar, Naeem & Mubarik, Shujaat & Xiaobei, Liang, 2021. "Panic buying in the COVID-19 pandemic: A multi-country examination," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
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