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Scarcity (versus popularity) cues for rejected customers: The impact of social exclusion on cue types through need for uniqueness

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  • Bozkurt, Siddik
  • Gligor, David

Abstract

This study examines how customers' psychological situation influences their responses to two promotional cue types. More specifically, we propose that rejected customers are more likely to choose products promoted by a scarcity cue (this product is a limited edition) compared to a popularity cue (this product is popular among customers). Also, we propose that rejected customers indicate an increased need for uniqueness, which in turn entices customers to choose a product promoted by a scarcity cue (relative to a popularity one). The results of Study 1 show that rejected customers display a greater preference for a product promoted by a scarcity cue, and need for uniqueness underlies the effect of social exclusion on customers' product choice. Study 2 provides further evidence that rejected (compared to accepted) customers display an increased need for uniqueness, which entices customers to choose a product promoted by a scarcity cue (relative to a popularity cue).

Suggested Citation

  • Bozkurt, Siddik & Gligor, David, 2019. "Scarcity (versus popularity) cues for rejected customers: The impact of social exclusion on cue types through need for uniqueness," Journal of Business Research, Elsevier, vol. 99(C), pages 275-281.
    • Handle: RePEc:eee:jbrese:v:99:y:2019:i:c:p:275-281
    DOI: 10.1016/j.jbusres.2019.02.071
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    References listed on IDEAS

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    1. Wu, Laurie & Lee, Christopher, 2016. "Limited Edition for Me and Best Seller for You: The Impact of Scarcity versus Popularity Cues on Self versus Other-Purchase Behavior," Journal of Retailing, Elsevier, vol. 92(4), pages 486-499.
    2. Tian, Kelly Tepper & Bearden, William O & Hunter, Gary L, 2001. "Consumer's Need for Uniqueness: Scale Development and Validation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 50-66, June.
    3. Subramanian Balachander & Axel Stock, 2009. "Limited Edition Products: When and When Not to Offer Them," Marketing Science, INFORMS, vol. 28(2), pages 336-355, 03-04.
    4. Cindy Chan & Jonah Berger & Leaf Van Boven, 2012. "Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(3), pages 561-573.
    5. Lei Su & Yuwei Jiang & Zhansheng Chen & C. Nathan DeWall, 2017. "Social Exclusion and Consumer Switching Behavior: A Control Restoration Mechanism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(1), pages 99-117.
    6. Jaehoon Lee & L. J. Shrum, 2012. "Conspicuous Consumption versus Charitable Behavior in Response to Social Exclusion: A Differential Needs Explanation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(3), pages 530-544.
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    Cited by:

    1. Rebecca W. Hamilton & A. R. Shaheen Hosany, 2023. "On the strategic use of product scarcity in marketing," Journal of the Academy of Marketing Science, Springer, vol. 51(6), pages 1203-1213, November.
    2. Xu, Xiao-Yu & Gao, Ya-Xuan & Jia, Qing-Dan, 2023. "The role of social commerce for enhancing consumers’ involvement in the cross-border product: Evidence from SEM and ANN based on MOA framework," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    3. Rosendo-Rios, Veronica & Shukla, Paurav, 2023. "The effects of masstige on loss of scarcity and behavioral intentions for traditional luxury consumers," Journal of Business Research, Elsevier, vol. 156(C).
    4. Xie, Scheng & Wei, Haiying, 2025. "Left out, stay out? The impact of social exclusion on consumer engagement in brand activism," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    5. Wang, Siqi & Lim, Xin-Jean & Luo, Xi & Cheah, Jun-Hwa, 2024. "To hesitate or not to hesitate: Can popularity cues minimize the hesitation to checkout in e-commerce?," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    6. Haoye Sun & Thorsten Teichert, 2024. "Scarcity in today´s consumer markets: scoping the research landscape by author keywords," Management Review Quarterly, Springer, vol. 74(1), pages 93-120, February.
    7. Garner, Benjamin & Hollenbeck, Candice R., 2023. "The role of natural scarcity in creating impressions of authenticity at the Farmers’ market," Journal of Business Research, Elsevier, vol. 167(C).
    8. Hongjie Sun & Xiaoting Xu & Xiaobing Xu, 2025. "When social media sharing backfires: how early sharing intention shapes divergent consumer choices," Marketing Letters, Springer, vol. 36(3), pages 669-687, September.

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