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The effects of scarcity on consumer decision journeys

Author

Listed:
  • Rebecca Hamilton

    (Georgetown University)

  • Debora Thompson

    (Georgetown University)

  • Sterling Bone

    (Utah State University)

  • Lan Nguyen Chaplin

    (University of Illinois at Chicago)

  • Vladas Griskevicius

    (University of Minnesota)

  • Kelly Goldsmith

    (Vanderbilt University)

  • Ronald Hill

    (American University)

  • Deborah Roedder John

    (University of Minnesota)

  • Chiraag Mittal

    (Texas A&M University)

  • Thomas O’Guinn

    (University of Wisconsin)

  • Paul Piff

    (University of California, Irvine)

  • Caroline Roux

    (Concordia University)

  • Anuj Shah

    (University of Chicago)

  • Meng Zhu

    (John Hopkins University)

Abstract

Research in marketing often begins with two assumptions: that consumers are able to choose among desirable products, and that they have sufficient resources to buy them. However, many consumer decision journeys are constrained by a scarcity of products and/or a scarcity of resources. We review research in marketing, psychology, economics and sociology to construct an integrative framework outlining how these different types of scarcity individually and jointly influence consumers at various stages of their decision journeys. We outline avenues for future research and discuss implications for developing consumer-based marketing strategies.

Suggested Citation

  • Rebecca Hamilton & Debora Thompson & Sterling Bone & Lan Nguyen Chaplin & Vladas Griskevicius & Kelly Goldsmith & Ronald Hill & Deborah Roedder John & Chiraag Mittal & Thomas O’Guinn & Paul Piff & Car, 2019. "The effects of scarcity on consumer decision journeys," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 532-550, May.
    • Handle: RePEc:spr:joamsc:v:47:y:2019:i:3:d:10.1007_s11747-018-0604-7
    DOI: 10.1007/s11747-018-0604-7
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