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The impact of scarcity cues on purchase likelihood of art-infused products

  • Original Empirical Research
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Abstract

Scarcity cues are increasingly being employed as marketing tactics. However, it remains unclear whether and how supply-led and demand-led scarcity cues differentially affect purchase decisions for art-infused products. Building on the literatures of scarcity and the art infusion effect, the present research shows that supply-led scarcity cues enhance consumers’ likelihood of purchasing art-infused products, while demand-led scarcity cues work better for their non-art counterparts. Perceived prestige and perceived risk, respectively, underlie these effects. Further, regulatory focus and social visibility moderate the effects. The empirical investigation comprises eight studies—in field, lab, and online settings. The findings of this research extend theoretical insights in the literature on scarcity and the art infusion effect and provide relevant managerial implications.

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Authors and Affiliations

  1. Lal Bahadur Shastri Institute of Management, Dwarka, New Delhi, 110075, India

    Mansi Gupta

  2. Indian Institute of Management Bangalore, Bannerghatta Road, Bangalore, 560076, India

    Gopal Das

  3. UQ Business School, The University of Queensland, Queensland, 4072, St Lucia, Australia

    Felix Septianto

  4. Carroll School of Management, Boston College, 140 Commonwealth Ave, Chestnut Hill, MA, USA

    Henrik Hagtvedt

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  1. Mansi Gupta
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  2. Gopal Das
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  4. Henrik Hagtvedt
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Correspondence to Gopal Das.

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Gupta, M., Das, G., Septianto, F. et al. The impact of scarcity cues on purchase likelihood of art-infused products. J. of the Acad. Mark. Sci. 52, 470–488 (2024). https://doi.org/10.1007/s11747-023-00945-3

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