The psychological effects of scarcity and deprivation on consumer behaviours

Abstract

Consumers encounter thousands of scarcity messages daily, yet the effects of scarcity tactics are unclear. This thesis aims to uncover the effects of different types of scarcity tactics from both firm and customer perspectives. Included herein are fifteen studies that employed mixed research designs (i.e., experimental designs, cross-sectional surveys) with a variety of product categories (i.e., clothing, shoes, electronics, food, sustainable products, etc.). Three essays are produced to articulate this work; Essay One focuses on product scarcity and investigates when and why a corporate decision to create an intentional scarcity of products would improve or impair the brands. Essay Two examines how two types of messaging, scarcity based, and social proof based, can drive or diminish consumers’ information sharing in promotional contexts. Essay Three identifies how a personal scarcity concept - feelings of relative deprivation - undermines consumers’ adoption of sustainable products. Collectively, this thesis contributes advances to multiple streams of research including scarcity, branding, information sharing behaviour, and sustainable purchases. It also offers practical guidance for marketers, retailers, and policy makers.