Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

    We have a manual that explains all the features 

Record number 369881
Title When Less Sells More and When it Does Not: Scarcity Causing Snob versus Bandwagon Effects
Author(s) Herpen, E. van; Pieters, F.G.M.; Zeelenberg, M.
Event 37th EMAC Conference, Marketing landscapes: A pause for thought, 2008-05-27/2009-05-30
Department(s) Marketing and Consumer Behaviour
Publication type Contribution in proceedings
Publication year 2008
Abstract Whereas product scarcity is generally thought to enhance product preference and choice, this research distinguishes two different routes of scarcity effects and reveals that scarcity can also decrease choice. Scarcity due to limited supply signals exclusivity, whereas scarcity due to excess demand signals popularity. This reveals the status and appropriateness of consumption of the scarce product, which consumers use to create and communicate their personal identity. Depending on the activation of uniqueness goals and the likelihood of encountering others who own an identical product, the two scarcity types may enhance or decrease product choice
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