EconPapers    
Economics at your fingertips  
 

Room for Opportunity: Resource Scarcity Increases Attractiveness of Range Marketing Offers

Linying (Sophie) Fan, Xueni (Shirley) Li, Yuwei Jiang, Gita V JoharEditor, Amna KirmaniEditor and Rajesh BagchiAssociate Editor

Journal of Consumer Research, 2019, vol. 46, issue 1, 82-98

Abstract: Although marketing offers with flexible price options within a range of two endpoints (i.e., range offers) have been frequently used in various contexts, such as discount ranges, flexible pricing, and deal quotations, our understanding of how consumers react to this pricing strategy is rather limited. The current research suggests that consumers’ reaction to range marketing offers may depend on their general sense of scarcity. Eight studies show that reminders of resource scarcity induce a promotion orientation among consumers, which consequently increases consumers’ favorability toward range marketing offers. This effect is found to strengthen when the range of the offer becomes wider, and to weaken when the range offer cannot provide a better-than-reference outcome. These findings result in novel theoretical insights about the ways consumers react to range marketing offers. From a managerial perspective, this research offers tactics that companies can use to potentially increase the acceptance and effectiveness of range marketing offers.

Keywords: resource scarcity; promotion orientation; range marketing offers; reference point (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: View citations in EconPapers (2) Track citations by RSS feed

Downloads: (external link)
http://hdl.handle.net/10.1093/jcr/ucy059 (application/pdf)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:46:y:2019:i:1:p:82-98.

Access Statistics for this article

More articles in Journal of Consumer Research from Oxford University Press
Bibliographic data for series maintained by Oxford University Press ().

 
Page updated 2021-06-15
Handle: RePEc:oup:jconrs:v:46:y:2019:i:1:p:82-98.