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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

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.

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    Date Created
    2010
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  • Text
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    Note
    • Partial requirement for: Ph. D., Arizona State University, 2010
      Note type
      thesis
    • Includes bibliographical references (p. 61-64)
      Note type
      bibliography
    • Field of study: Business administration (Marketing)

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    by Iana Alexandra Castro

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