Limited Edition for Me and Best Seller for You: The Impact of Scarcity versus Popularity Cues on Self versus Other-Purchase Behavior

Wu, Laurie; Lee, Christopher

doi:10.1016/j.jretai.2016.08.001

Cited by 116 publications

(120 citation statements)

References 45 publications

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“…In general terms, scarcity appeals can positively influence limitededition products (Aggarwal et al, 2011). However, they can be particularly useful when the products are purchased for self-use, rather than for others-e.g., as gifts (Wu et al, 2016). In addition, introducing limited-edition products into a product portfolio can benefit overall brand profit, as demonstrated by Balachander et al (2009b).…”

Section: The Types Of Scarcitymentioning

confidence: 97%

The use of product scarcity in marketing

Shi

Chumnumpan

2020

EJM

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Purpose As a frequently observed business phenomenon, the use of product scarcity to improve a product’s market performance has received increasing attention from both academics and practitioners. The resulting literature has covered a wide variety of issues based on various theories, using different research methods, in a diverse range of settings. However, this diversity also makes it difficult to grasp the core themes and findings, and to see the outstanding knowledge gaps. This paper aims to review previous studies on the use of product scarcity in marketing and identifies new directions for future research. Design/methodology/approach A systematic review was conducted to identify and analyse 66 research papers published in business and management journals between 1970 and 2017. Findings The authors examined the underlying theories of scarcity-based marketing, and developed a conceptual framework that describes the key factors of product scarcity and how they influence both consumers and the market. They also highlighted some key achievements in modelling the processes involved in using product scarcity in marketing. Originality/value This analysis of the identified papers suggests that there are substantial gaps in our knowledge of this field, which opens up new paths for future research. For future research, the authors identified three directions aimed at: addressing the practical needs of firms in understanding product scarcity; guiding the implementation of scarcity-based strategies; and measuring, monitoring and predicting the level of product scarcity and its impacts during implementation.

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Section: The Types Of Scarcitymentioning

confidence: 97%

The use of product scarcity in marketing

Shi

Chumnumpan

2020

EJM

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“…Empirical studies have shown that consumer WTB and WOM are highly influenced when brands are very popular (e.g., Zara) and when brands are not easily available. 58 – 60 Therefore, future research may essentially explore the interacting effect of product design dimensions and cue type (scarcity vs. popularity) on consumer WTB and WOM.…”

Section: Limitations and Future Research Directionsmentioning

confidence: 99%

Linking product design to consumer behavior: the moderating role of consumption experience

Gilal¹,

Zhang²,

Gilal³

2018

PRBM

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BackgroundPrevious investigations of product design broadly link aesthetic, functional, and symbolic designs to sales growth, high turnover, and market share. However, the effect of product design dimensions on consumer willingness-to-buy (WTB) and word-of-mouth (WOM) is virtually ignored by consumer researchers. Similarly, whether the consumption experience can differentiate the effect of the three product design dimensions on WTB and WOM is completely unknown. Using categorization theory as a lens, our study aims to explore the effect of product design dimensions on consumer WTB and WOM directly and indirectly through the moderation of the consumption experience.MethodsA convenience sample of (n=357) Chinese and (n=277) Korean shoppers was utilized to test the hypotheses in the fashion apparel industry.ResultsOur results showed that the aesthetic design was more prominent in capturing consumer WTB for both Chinese and Koreans. Similarly, the aesthetic design was more salient in enhancing WOM for Chinese, whereas the symbolic design was more promising in terms of improving WOM for Koreans. Further, our moderation results demonstrated that the consumption experience could differentiate the effects of the three product design dimensions on consumer WTB and WOM for Chinese. By contrast, the consumption experience could only interact with the aesthetic design to improve WOM for South Koreans.ConclusionTo the best of authors’ knowledge, the present study is one of the initial attempts to link three product design dimensions with consumer WTB and WOM in the fashion apparel context and explored whether consumption experience competes or complement with three product design dimensions to shape consumer WTB and WOM for Chinese and Koreans.

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“…According to the literature review, three different approaches are used by luxury brands when employing scarcity as a marketing strategy (Gierl & Huettl, 2010): (1) second line, that is, off ering cheaper products but maintaining exclusivity (Zhou, Xu & Shen, 2018); (2) my luxury, extending the luxury brands to small products (Arminen, 2017) and (3) bargain, or selling "last units" at a lower price and through an alternative distribution channel (Wu & Lee, 2016).…”

Section: Discussionmentioning

confidence: 99%

carcity as a Desirable Attribute of Luxury Fashion Brands in Millennial Marketing

Ballina

2019

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Purpose-Marketing literature considers scarcity a mechanism that increases the desirability of the off er and an inherent attribute of luxury products. This market needs to capture the millennial segment. The objective of this paper is to develop a proper scarcity strategy to be used when connecting luxury brands to millennials. Design/methodology/approach-An empirical study based on an experimental design was carried out to test the eff ect of each of the strategies (second line, my luxury, or exclusive selection of cheaper products) on diff erent dimensions of how millennials perceive luxury brands (refi nement, elitism, and hedonism), looking for causality relationships. Findings-The hedonism factor, closely connected with purchase experience, seems to be the most valuable for millennials and best encouraged by the second line strategy. In this way, luxury brands draw millennials into their market in a natural way, through an accessible price. But the second line strategy could imply a process of brand devaluation for the traditional customer base. Limitations-The diff erence in the results obtained using the "current shopping intention" and "future shopping intention" variables deserves more attention. Sažetak Svrha-Marketinška literatura razmatra nestašicu kao mehanizam koji povećava poželjnost ponude i svojstveni atribut luksuznih proizvoda. To tržište treba dosegnuti segment milenijalaca. Cilj je rada razviti odgovarajuću strategiju nestašice za povezivanje luksuznih marki s milenijalcima. Metodološki pristup-Provedeno je empirijsko istraživanje temeljeno na eksperimentalnom dizajnu kako bi se ispitao utjecaj svake strategije (druga linija, moj luksuz ili ekskluzivni izbor jeftinijih proizvoda) na različite dimenzije načina na koje milenijalci percipiraju luksuzne marke (profi njenost, elitizam i hedonizam),u potrazi za uzročno-posljedičnim odnosima. Rezultati i implikacije-Čini se da je čimbenik hedonizma, usko povezan s iskustvom kupovine, najvrjedniji za milenijalce i najbolje ga podupire strategija druge linije. Na ovaj način luksuzne marke privlače milenijalce na svoje tržište prirodnim putem po pristupačnoj cijeni. No, strategija druge linije bi mogla implicirati proces devaluacije marke (pripisivanja negativnih značajki marki) za tradicionalnu bazu potrošača. Ograničenja-Razlika u rezultatima dobivenim varijablama "trenutna namjera kupovine" i "namjera buduće

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Limited Edition for Me and Best Seller for You: The Impact of Scarcity versus Popularity Cues on Self versus Other-Purchase Behavior

Cited by 116 publications

References 45 publications

The use of product scarcity in marketing

The use of product scarcity in marketing

Linking product design to consumer behavior: the moderating role of consumption experience

carcity as a Desirable Attribute of Luxury Fashion Brands in Millennial Marketing

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