On the role of scarcity in marketing: Identifying research opportunities across the 5Ps.

Roux, Caroline; Goldsmith, Kelly; Cannon, Christopher

This document provides an overview of the role of scarcity in marketing and suggests areas for further research. It emphasizes the impact of scarcity on consumer behavior and decision-making in different aspects of marketing, such as promotion, place, and people. The authors propose research questions related to the effects of scarcity on the perceived value of products, consumer trade-offs for product acquisition, and the perception of scarcity promotions in different shopping environments. The document also highlights the importance of understanding the financial constraints of consumers and the unintended consequences of pricing strategies. Overall, the authors hope that this commentary will inspire more research on scarcity in marketing.

CONSUMER behavior; SCARCITY; MARKETING research; RESEARCH questions; PRICES; CONSUMERS

Journal of the Academy of Marketing Science, 2023, Vol 51, Issue 6, p1197

0092-0703

Academic Journal

10.1007/s11747-023-00956-0