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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. 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.
    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. 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.
    5. 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.
    6. 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.
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    Cited by:

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    4. 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).

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