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The effects of scarcity on consumer decision journeys

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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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Notes

  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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Authors and Affiliations

  1. Georgetown University, Washington, DC, USA

    Rebecca Hamilton & Debora Thompson

  2. Utah State University, Logan, UT, USA

    Sterling Bone

  3. University of Illinois at Chicago, Chicago, IL, USA

    Lan Nguyen Chaplin

  4. University of Minnesota, Minneapolis, MN, USA

    Vladas Griskevicius & Deborah Roedder John

  5. Vanderbilt University, Nashville, TN, USA

    Kelly Goldsmith

  6. American University, Washington, DC, USA

    Ronald Hill

  7. Texas A&M University, College Station, TX, USA

    Chiraag Mittal

  8. University of Wisconsin, Madison, WI, United States

    Thomas O’Guinn

  9. University of California, Irvine, Irvine, CA, USA

    Paul Piff

  10. Concordia University, Montréal, QC, Canada

    Caroline Roux

  11. University of Chicago, Chicago, IL, USA

    Anuj Shah

  12. John Hopkins University, Baltimore, MD, USA

    Meng Zhu

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  1. Rebecca Hamilton
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Correspondence to Rebecca Hamilton.

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Hamilton, R., Thompson, D., Bone, S. et al. The effects of scarcity on consumer decision journeys. J. of the Acad. Mark. Sci. 47, 532–550 (2019). https://doi.org/10.1007/s11747-018-0604-7

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