Brands often use scarcity appeals to promote sales. However, there is limited research investigating how consumers react when they are unable obtain items that advertised using in terms of quantity. In two studies, experimental and correlational, we show who do not get the product associated (vs. not) have higher intentions switch competitor brands. This effect mediated by consumer anger. We pr...

Abstract The close relationship between water and poverty has been proven in several types of research. Water Poverty Index is an interdisciplinary approach for quantifying the socioeconomic aspects scarcity. enhanced (eWPI) aggregated five components: Resources, Access, Capacity, Use, Environment a Pressure-State-Response framework. In this research, eWPI computed on two scales: four community...

Resource scarcity poses challenging demands on the cognitive system. Budgeting with limited resources induces an attentional focus on the problem at hand, but it also comes with a cost. Specifically, scarcity causes a failure to notice beneficial information in the environment, or remember to execute actions in the future, that help alleviate the condition of scarcity. This neglect may arise as...

It is well established that consumers infer value from scarcity, which Cialdini (1984) called the scarcity principle. We demonstrate the reverse of this effect of scarcity on perceived value – consumers infer scarcity of product supply from product attractiveness. We show that this effect arises from the operation of what we call “the value heuristic”. In addition, we show that the value heuris...