Playing Hard to Get: An Exploration of the Practice and Impact of Online Scarcity Cues Proceedings (Faculty180)

cited authors

  • Hancock, Tyler; Kazandjian, Brett; Stevens, Jennifer L; Waites, Stacie F


  • E-commerce continues to change the landscape of modern retail. A number of different scarcity cues are regularly used online that may influence a consumer’s shopping experience. It is well established that scarcity increases consumers’ preference for desired products. Essentially, the more challenging it is to acquire a product, the more valuable it is perceived to be. While scarcity has been well-explored in the context of brick-and-mortar retailers there are still considerable gaps to explore within e-commerce. The research presented aims to understand how different types of scarcity cues influence perceptions of product scarcity.

publication date

  • 2018


presented at event

start page

  • 294

end page

  • 295