The effects of scarcity on consumer decision journeys

Rebecca Hamilton; Debora Thompson; Sterling Bone; Lan Nguyen Chaplin; Vladas Griskevicius; Kelly Goldsmith; Ronald Hill; Deborah Roedder John; Chiraag Mittal; Thomas O’Guinn; Paul Piff; Caroline Roux; Anuj Shah; Meng Zhu

doi:10.1007/s11747-018-0604-7

The effects of scarcity on consumer decision journeys

Rebecca Hamilton, Debora Thompson, Sterling Bone, Lan Nguyen Chaplin, Vladas Griskevicius, Kelly Goldsmith, Ronald Hill, Deborah Roedder John, Chiraag Mittal, Thomas O’Guinn, Paul Piff, Caroline Roux, Anuj Shah, Meng Zhu

Marketing (CSOM)

Research output: Contribution to journal › Review article › peer-review

179 Scopus citations

Abstract

Research in marketing often begins with two assumptions: that consumers are able to choose among desirable products, and that they have sufficient resources to buy them. However, many consumer decision journeys are constrained by a scarcity of products and/or a scarcity of resources. We review research in marketing, psychology, economics and sociology to construct an integrative framework outlining how these different types of scarcity individually and jointly influence consumers at various stages of their decision journeys. We outline avenues for future research and discuss implications for developing consumer-based marketing strategies.

Original language	English (US)
Pages (from-to)	532-550
Number of pages	19
Journal	Journal of the Academy of Marketing Science
Volume	47
Issue number	3
DOIs	https://doi.org/10.1007/s11747-018-0604-7
State	Published - May 15 2019

Bibliographical note

Publisher Copyright:
© 2018, Academy of Marketing Science.

Keywords

Consumer decision making
Customer journeys
Product scarcity
Resource scarcity

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AU - John, Deborah Roedder

AU - Mittal, Chiraag

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AU - Shah, Anuj

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The effects of scarcity on consumer decision journeys

Abstract

Bibliographical note

Keywords

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