When Less Sells More and When it Does Not: Scarcity Causing Snob versus Bandwagon Effects

摘要: Whereas product scarcity is generally thought to enhance preference and choice, this research distinguishes two different routes of effects reveals that can also decrease choice. Scarcity due limited supply signals exclusivity, whereas excess demand popularity. This the status appropriateness consumption scarce product, which consumers use create communicate their personal identity. Depending on activation uniqueness goals likelihood encountering others who own an identical types may or choice