Consumers with a strong desire for exclusivity tend to prefer scarce products more than those with a weak desire for exclusivity (Bagwell and Bernheim 1996; Lynn 1991). For example, they are willing to pay more for limited-edition products to fulfill their desire for exclusive association with scarce resources (Amaldoss and Jain 2005). In an effort to further develop the theoretic framework for the scarcity effect, I examine the interactive effect of desire for exclusivity and power, defined as asymmetric control over valued resources (Magee and Galinsky 2008), on evaluations of scarce products such as luxury experiential products. Two experiments show that participants with strong desire for exclusivity evaluate luxury experiential products more favorably than those with weak desire for exclusivity, only for high power condition, not for low power condition. This finding suggest that power state moderate the effect of desire for exclusivity on consumers’ preference for scarce products.

• Youngseon Kim(Central Connecticut State University, U.S.A)