The Effect of Scarcity and (No) Stated Preference on Sequential Purchases

Informações

Código: EMA461
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 02 - Pesquisas Experimentais em Comportamento do Consumidor

Autores

Rafael Demczuk (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) rafaeldemczuk@yahoo.com.br
Jose Carlos Korelo (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) korelo@ufpr.br
Danielle Mantovani (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) danielle@ufpr.br

Resumo

Scarcity is a recurrent theme in marketing and retail literature. Despite this fact little research have been addressed the influence of scarcity on consumers’ mind-set. The main goal of this research is to test how the perception of scarcity on the driver product will influence individuals’ intent to implement the second product purchase. We argue that after a deliberating and making a choice on the options, consumer’s shift to implement the purchase. Hence, if the product is not available (scarce), consumers will sustain an implementation state, following the choice to the second product available on the set. We also show that stating a preference even before the choice is made can induce consumers to keep the implementation mind-set. We perform two experiments to test our hypotheses. The results showed the perception of scarcity can induce consumers to sustain an implementation mind set rather than a deliberation in a sequential purchase.

Abrir PDF