‘Should I Buy, Hoard, or Hide?’- Consumers’ responses to perceived scarcity

  title={‘Should I Buy, Hoard, or Hide?’- Consumers’ responses to perceived scarcity},
  author={Shipra Gupta and James W. Gentry},
  journal={The International Review of Retail, Distribution and Consumer Research},
  pages={178 - 197}
  • Shipra Gupta, J. Gentry
  • Published 2019
  • Business
  • The International Review of Retail, Distribution and Consumer Research
ABSTRACT Scarce shopping situations often seem to have a greater value for consumers and trigger extreme behaviors. This study examines the effects of scarcity that is strategically created by the marketer in influencing consumer behavior. Drawing from reactance theory, it is suggested that, when scarcity is perceived to be strategically created by the retailer, consumers tend to exhibit deviant and competitive behaviors. The mediating role of emotions like anticipated regret is also examined… Expand
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