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THE LONE CHOCOLATE BAR: THE INFLUENCE OF PERCEIVED SCARCITY ON CONSUMER CHOICE

Siobhan Hatton-Jones, Emma Regolini, Min Teah, Isaac Cheah, Ian Phau
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/325925
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Global Fashion Management Conference
2017 Global Fashion Management Conference at Vienna (2017.07)
pp.425-430
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Shopping is a sensory experience for consumers, who use cues, such as shelf organization and stock levels to infer the luxury and perceived scarcity of the given product or brand. Therefore, affecting consumer’s perceptions, evaluations and purchase intention. This research holds implications for brand, retail and merchandising managers.

Keyword
perceived scarcityconsumer choiceshelf organizationstock levelluxury
Author
  • Ian Phau(Curtin University, Australia)
  • Isaac Cheah(Curtin University, Australia)
  • Min Teah(Curtin University, Australia)
  • Emma Regolini(Curtin University, Australia)
  • Siobhan Hatton-Jones(Curtin University, Australia)