The effects of scarcity on consumer decision journeys

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 (), Caroline Roux (), Anuj Shah () and Meng Zhu ()
Additional contact information
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

Journal of the Academy of Marketing Science, 2019, vol. 47, issue 3, No 9, 532-550

Abstract: 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.

Keywords: Product scarcity; Resource scarcity; Customer journeys; Consumer decision making (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (39)

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DOI: 10.1007/s11747-018-0604-7

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