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

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

International Journal of Research in Marketing, 2016, vol. 33, issue 4, 961-965

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.

Keywords: Shelf-based scarcity; Heuristics; Inventory; Replication (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:33:y:2016:i:4:p:961-965

DOI: 10.1016/j.ijresmar.2016.03.005

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