A Review and a Conceptual Framework of Scarcity’s Appeals and Effects on Consumer Decision Process

• Main Authors: Hui-Hsiang Su, 蘇惠香
• Other Authors: Shu-Fang Liu
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/45svk6

碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 103 === Scarcity appeal, frequently used by retailers and e-tailers, has become a very important marketing approach to effect consumers’ purchase behavior. Consumers are constantly and unconsciously exposed to such concepts of limited offers or constrained opportunities induced by the marketers. In most cases, scarcity phenomena are considered as limited quantity, uniqueness, prestige and costliness perceived by the customers. However, scarcity claims also refer to limitations – limited quantity of goods or services, limited abilities, or limited time to achieve the desired fulfillments in economics. The category of scarce product and the type of scarcity on consumers’ anticipated future prices toward limited products are also classified to underlying consumers’ inference. This review is to integrate the concepts of existing studies on scarcity types and the effects on five core stages of Consumer Decision Process (CDP), with the phenomenon of off-line and on-line, and also to seek out the understanding of consumers’ psychological responses to the scarcity types, at each stage, that are manipulated or strategically created by marketers. Moreover, the anticipated price appreciation or change in the future appears in various types of scarcity goods or services are also categorized to help in explaining the scarce phenomena associated with applied pricing strategies.