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Journal of the Academy of Marketing Science
Published in: Journal of the Academy of Marketing Science 3/2019

20-09-2018 | Review Paper

The effects of scarcity on consumer decision journeys

Authors: Rebecca Hamilton, Debora Thompson, Sterling Bone, Lan Nguyen Chaplin, Vladas Griskevicius, Kelly Goldsmith, Ronald Hill, Deborah Roedder John, Chiraag Mittal, Thomas O’Guinn, Paul Piff, Caroline Roux, Anuj Shah, Meng Zhu

Published in: Journal of the Academy of Marketing Science | Issue 3/2019

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Abstract

Research in marketing often begins with two assumptions: that consumers are able to choose among desirable products, and that they have sufficient resources to buy them. However, many consumer decision journeys are constrained by a scarcity of products and/or a scarcity of resources. We review research in marketing, psychology, economics and sociology to construct an integrative framework outlining how these different types of scarcity individually and jointly influence consumers at various stages of their decision journeys. We outline avenues for future research and discuss implications for developing consumer-based marketing strategies.
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Footnotes
1
Although we discuss materialism in the context of evaluation of alternatives, we note that materialism is an individual difference variable that may influence all stages of the decision journey. For instance, materialism can influence the options that people are more likely to consider, the way they process information, the choices they make, and their feelings and actions during the consumption stage.
 
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Metadata
Title
The effects of scarcity on consumer decision journeys
Authors
Rebecca Hamilton
Debora Thompson
Sterling Bone
Lan Nguyen Chaplin
Vladas Griskevicius
Kelly Goldsmith
Ronald Hill
Deborah Roedder John
Chiraag Mittal
Thomas O’Guinn
Paul Piff
Caroline Roux
Anuj Shah
Meng Zhu
Publication date
20-09-2018
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 3/2019
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-018-0604-7

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