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the effects of scarcity on consumer decision journeys
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نویسنده
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hamilton rebecca ,thompson debora ,bone sterling ,chaplin lan nguyen ,griskevicius vladas ,goldsmith kelly ,hill ronald ,john deborah roedder ,mittal chiraag ,o’guinn thomas ,piff paul ,roux caroline ,shah anuj ,zhu meng
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منبع
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journal of the academy of marketing science - 2019 - دوره : 47 - شماره : 3 - صفحه:532 -550
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چکیده
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Research in marketing often begins with two assumptions: that consumers are able to choose among desirable products, and that they have sufficient resources to buy them. however, many consumer decision journeys are constrained by a scarcity of products and/or a scarcity of resources. we review research in marketing, psychology, economics and sociology to construct an integrative framework outlining how these different types of scarcity individually and jointly influence consumers at various stages of their decision journeys. we outline avenues for future research and discuss implications for developing consumer-based marketing strategies.
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کلیدواژه
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product scarcity ,resource scarcity ,customer journeys ,consumer decision making
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آدرس
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georgetown university, usa, georgetown university, usa, utah state university, usa, university of illinois at chicago, usa, university of minnesota, usa, vanderbilt university, usa, american university, usa, university of minnesota, usa, texas a&m university, college station, usa, university of wisconsin, usa, university of california, usa, concordia university, canada, university of chicago, usa, john hopkins university, usa
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Authors
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