When demand accelerates demand: Trailing the bandwagon

E. van Herpen, R. Pieters, M. Zeelenberg

Research output: Contribution to journalArticleScientificpeer-review

86 Citations (Scopus)

Abstract

Consumers generally prefer scarce products, which has been related to their exclusiveness. Currently scarce products, however, are not necessarily exclusive, but could be scarce because many other consumers previously bought them. We propose that consumers also prefer scarce products in this situation, which an appeal to uniqueness cannot explain. Three experiments support our predictions and reveal that scarcity effects even occur when consumers only see traces of others' behavior through emptied shelf space. Furthermore, this bandwagon effect disappears when uniqueness is threatened due to others in close spatial distance.
Original languageEnglish
Pages (from-to)302-312
JournalJournal of Consumer Psychology
Volume19
Issue number3
Publication statusPublished - 2009

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