Antecedents of Hoarding Behavior: A Marketing Perspective

  title={Antecedents of Hoarding Behavior: A Marketing Perspective},
  author={Jennifer DeMaria and Diana King and Raj Devasagayam},
  journal={The International Journal of Academic Research in Business and Social Sciences},
Hoarding exists when the consumer’s current inventory of an item exceeds the inventory for previous periods, while their consumption rate stays the same (Canale, 2013). Our principal research objective in this study was to investigate the preconditions that drive hoarding behaviors when consumers perceive a shortage in supply and are faced with other marketing stimuli that indicate product scarcity. We sought to further understand the lifestyle of consumers, and the impact that instilling… Expand
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