Full metadata
Title
There's only one left, do I want it?: the effects of brand and display characteristics on purchase intentions for scarce products
There is only one left, do I want it?
Description
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. I also find that scarce products are less likely to be purchased when they are familiar food brands. In addition, the price of the product is an important moderator of these effects, as price further influences perceptions about the popularity of the product.
Date Created
2010
Contributors
- Castro, Iana Alexandra (Author)
- Ketcham, Andrea M (Thesis advisor)
- Nowlis, Stephen M. (Committee member)
- Ward, James C (Committee member)
- Mandel, Naomi (Committee member)
- Arizona State University (Publisher)
Topical Subject
Resource Type
Extent
v, 66 p. : ill. (some col.)
Language
Copyright Statement
In Copyright
Primary Member of
Peer-reviewed
No
Open Access
No
Handle
https://hdl.handle.net/2286/R.I.8755
Statement of Responsibility
by Iana Alexandra Castro
Description Source
Viewed on Jan. 31, 2012
Level of coding
full
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)
System Created
- 2011-08-12 02:57:03
System Modified
- 2021-08-30 01:56:16
- 2 years 8 months ago
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