‘Should I Buy, Hoard, or Hide?’- Consumers’ responses to perceived scarcity

Shipra Gupta, James W. Gentry

Research output: Contribution to journalArticle

Abstract

Scarce shopping situations often seem to have a greater value for consumers and trigger extreme behaviors. This study examines the effects of scarcity that is strategically created by the marketer in influencing consumer behavior. Drawing from reactance theory, it is suggested that, when scarcity is perceived to be strategically created by the retailer, consumers tend to exhibit deviant and competitive behaviors. The mediating role of emotions like anticipated regret is also examined. Further, the role of human traits like competitiveness and hedonic motivations in moderating the relationships between perceived scarcity and behaviors is also examined. The results of the study suggest that, under the conditions of perceived scarcity, consumers tend to exhibit behaviors like in-store hoarding, and in-store hiding, due in part to the increased urgency to buy. Also, the findings suggest a pertinent role of emotions and human traits in influencing the decision making under the condition of strategically-created scarcity.

Original languageEnglish (US)
Pages (from-to)178-197
Number of pages20
JournalInternational Review of Retail, Distribution and Consumer Research
Volume29
Issue number2
DOIs
StatePublished - Mar 15 2019

Fingerprint

Consumer response
Scarcity
Emotion
Competitive behavior
Decision making
Shopping
Competitiveness
Trigger
Consumer behaviour
Retailers
Marketers
Deviant behavior

Keywords

  • Scarcity
  • anticipated regret
  • in-store hiding
  • instore hiding
  • urgency to buy

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

‘Should I Buy, Hoard, or Hide?’- Consumers’ responses to perceived scarcity. / Gupta, Shipra; Gentry, James W.

In: International Review of Retail, Distribution and Consumer Research, Vol. 29, No. 2, 15.03.2019, p. 178-197.

Research output: Contribution to journalArticle

@article{f27c2b700dc749dc86c38ffe32dfa38b,
title = "‘Should I Buy, Hoard, or Hide?’- Consumers’ responses to perceived scarcity",
abstract = "Scarce shopping situations often seem to have a greater value for consumers and trigger extreme behaviors. This study examines the effects of scarcity that is strategically created by the marketer in influencing consumer behavior. Drawing from reactance theory, it is suggested that, when scarcity is perceived to be strategically created by the retailer, consumers tend to exhibit deviant and competitive behaviors. The mediating role of emotions like anticipated regret is also examined. Further, the role of human traits like competitiveness and hedonic motivations in moderating the relationships between perceived scarcity and behaviors is also examined. The results of the study suggest that, under the conditions of perceived scarcity, consumers tend to exhibit behaviors like in-store hoarding, and in-store hiding, due in part to the increased urgency to buy. Also, the findings suggest a pertinent role of emotions and human traits in influencing the decision making under the condition of strategically-created scarcity.",
keywords = "Scarcity, anticipated regret, in-store hiding, instore hiding, urgency to buy",
author = "Shipra Gupta and Gentry, {James W.}",
year = "2019",
month = "3",
day = "15",
doi = "10.1080/09593969.2018.1562955",
language = "English (US)",
volume = "29",
pages = "178--197",
journal = "International Review of Retail, Distribution and Consumer Research",
issn = "0959-3969",
publisher = "Routledge",
number = "2",

}

TY - JOUR

T1 - ‘Should I Buy, Hoard, or Hide?’- Consumers’ responses to perceived scarcity

AU - Gupta, Shipra

AU - Gentry, James W.

PY - 2019/3/15

Y1 - 2019/3/15

N2 - Scarce shopping situations often seem to have a greater value for consumers and trigger extreme behaviors. This study examines the effects of scarcity that is strategically created by the marketer in influencing consumer behavior. Drawing from reactance theory, it is suggested that, when scarcity is perceived to be strategically created by the retailer, consumers tend to exhibit deviant and competitive behaviors. The mediating role of emotions like anticipated regret is also examined. Further, the role of human traits like competitiveness and hedonic motivations in moderating the relationships between perceived scarcity and behaviors is also examined. The results of the study suggest that, under the conditions of perceived scarcity, consumers tend to exhibit behaviors like in-store hoarding, and in-store hiding, due in part to the increased urgency to buy. Also, the findings suggest a pertinent role of emotions and human traits in influencing the decision making under the condition of strategically-created scarcity.

AB - Scarce shopping situations often seem to have a greater value for consumers and trigger extreme behaviors. This study examines the effects of scarcity that is strategically created by the marketer in influencing consumer behavior. Drawing from reactance theory, it is suggested that, when scarcity is perceived to be strategically created by the retailer, consumers tend to exhibit deviant and competitive behaviors. The mediating role of emotions like anticipated regret is also examined. Further, the role of human traits like competitiveness and hedonic motivations in moderating the relationships between perceived scarcity and behaviors is also examined. The results of the study suggest that, under the conditions of perceived scarcity, consumers tend to exhibit behaviors like in-store hoarding, and in-store hiding, due in part to the increased urgency to buy. Also, the findings suggest a pertinent role of emotions and human traits in influencing the decision making under the condition of strategically-created scarcity.

KW - Scarcity

KW - anticipated regret

KW - in-store hiding

KW - instore hiding

KW - urgency to buy

UR - http://www.scopus.com/inward/record.url?scp=85061257419&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85061257419&partnerID=8YFLogxK

U2 - 10.1080/09593969.2018.1562955

DO - 10.1080/09593969.2018.1562955

M3 - Article

AN - SCOPUS:85061257419

VL - 29

SP - 178

EP - 197

JO - International Review of Retail, Distribution and Consumer Research

JF - International Review of Retail, Distribution and Consumer Research

SN - 0959-3969

IS - 2

ER -