Disposal-based scarcity: How overstock reduction methods influence consumer brand perceptions and evaluations

Abstract Overstock reduction methods offer important marketing signals that may affect consumer brand perceptions. In particular, some overstock create disposal-based scarcity, is, product scarcity resulting from reductions of unsold stock. Three experimental studies reveal distinct effects incineration, which completely destroys the product, compared with are less destructive, such as recycling, donating, or discounting through factory outlets. Achieving disposal destruction ultimately damages evaluations. contrast, and methods, along indicating a lack overstock, can enhance Communicating sold-out stock does not translate into beneficial effects. These varied different mediated by perceptions exclusivity, popularity, wastefulness. Furthermore, mediating effect perceived wastefulness in link between evaluations is moderated self–brand connection but luxuriousness. This article thus integrates literature on branding, wastefulness, behavior to identify type conditions it has more positive negative