This research explores the influence of brand and shelf display cues on consumer preferences for products that appear to be in scarce supply. In so doing, I develop a theoretical model of how scarcity operates in the retail environment, identifying when it increases purchase intentions, when it decreases purchase intentions, and the underlying mechanisms driving these outcomes. Across a series of five studies, I find that when consumers infer that products are scarce due to popularity, they are more likely to buy these products, but only when the products are unfamiliar nonfood brands.
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- Partial requirement for: Ph. D., Arizona State University, 2010Note typethesis
- Includes bibliographical references (p. 61-64)Note typebibliography
- Field of study: Business administration (Marketing)