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.

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Record number 373590
Title When less sells more and when it does not: The impact of product scarcity on preference and choice
Author(s) Herpen, E. van; Pieters, F.G.M.; Zeelenberg, M.
Source Wageningen : Lsg Marktkunde en Consumentengedrag (Working paper / Mansholt Graduate School of Social Sciences : Discussion paper ) - 36
Department(s) Marketing and Consumer Behaviour
Publication type Scientific report
Publication year 2007
Keyword(s) consumptie - consumenten - consumentengedrag - basisproducten - schaarste - consumption - consumers - consumer behaviour - commodities - scarcity
Categories Consumer Studies (General)
Abstract The present research extends commodity theory, by revealing the effects of product scarcity due to different causes on consumers’ inferences, preferences and choice. The attraction of scarce products comes from two markedly different mechanisms: popularity for demand-caused scarcity and exclusiveness for supply-caused scarcity. In addition, scarcity due to excess demand may actually backfire and reduce product preferences if the need to be unique is activated. In this way, the authors have shown when less sells more and when it does not
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