The effects of scarcity on consumer decision journeys

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

^*Corresponding author for this work

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

209 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

Keywords

Consumer decision making
Customer journeys
Product scarcity
Resource scarcity

ASJC Scopus subject areas

Business and International Management
Economics and Econometrics
Marketing

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10.1007/s11747-018-0604-7

Cite this

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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.",

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AU - Thompson, Debora

AU - Bone, Sterling

AU - Chaplin, Lan Nguyen

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AU - Shriner, Kelly Ann

AU - Hill, Ronald

AU - John, Deborah Roedder

AU - Mittal, Chiraag

AU - O’Guinn, Thomas

AU - Piff, Paul

AU - Roux, Caroline

AU - Shah, Anuj

AU - Zhu, Meng

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AB - 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.

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KW - Resource scarcity

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The effects of scarcity on consumer decision journeys

Abstract

Keywords

ASJC Scopus subject areas

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