When demand accelerates demand: Trailing the bandwagon |
| |
Authors: | Erica van Herpen Rik Pieters Marcel Zeelenberg |
| |
Institution: | 1. Marketing and Consumer Behavior Group, Wageningen University, Box 8130, 6700 EW Wageningen, The Netherlands;2. Marketing Department, Tilburg University, Box 90153, 5000 LE Tilburg, The Netherlands;3. Department of Social Psychology, Tilburg University, Box 90153, 5000 LE Tilburg, The Netherlands |
| |
Abstract: | Consumers generally prefer scarce products, which has been related to their exclusiveness. Currently scarce products, however, are not necessarily exclusive, but could be scarce because many other consumers previously bought them. We propose that consumers also prefer scarce products in this situation, which an appeal to uniqueness cannot explain. Three experiments support our predictions and reveal that scarcity effects even occur when consumers only see traces of others' behavior through emptied shelf space. Furthermore, this bandwagon effect disappears when uniqueness is threatened due to others in close spatial distance. |
| |
Keywords: | Product scarcity Commodity theory Bandwagon effect Snob effect |
本文献已被 ScienceDirect 等数据库收录! |
|