Less of this one? I'll take it: New insights on the influence of shelf-based scarcity

Volume: 33, Issue: 4, Pages: 961 - 965
Published: Dec 1, 2016
Abstract
Recently, Parker and Lehmann (2011) demonstrated shelf-based scarcity influences consumer preference. In addition to replicating their work across four studies, we extend their findings with evidence that shelf-based scarcity cues 1) impact consumer willingness-to-pay, 2) increase the likelihood of selecting an unfamiliar brand, and 3) influence actual product choice in a field study. Furthermore, we replicate the original study in a different...
Paper Details
Title
Less of this one? I'll take it: New insights on the influence of shelf-based scarcity
Published Date
Dec 1, 2016
Volume
33
Issue
4
Pages
961 - 965
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