LIMITED EDITION

BEST SELLER

FOR ME

FOR YOU

LIMITED EDITION

BEST SELLER

BACKGROUND

SELF OTHER

CAMPBELL & GOODSTEIN (2001)

CONSUMPTION RISK

PERFORMANCE UNCERTAINTY

WILL THEY LIKE IT?

NEED FOR UNIQUENESS

TIAN, BEARDEN & HUNTER (2001)

CONSUMPTION RISK

NEED FOR UNIQUENESS

?

DEVAL ET. AL (2013)

PRETEST

ARIZONA STATE UNIVERSITY

W.P. CAREY SCHOOL OF BUSINESS

CARNEIRO & MYLONAKIS (2009) POLGREEN, CHEN, PENNOCK, & NELSON (2008)

7-10 DAYS BEFORE CDC

CHOI & VARIAN (2012)

PREDICT CAR SALES

MOE & SCHWIEDEL (2011)

INTEREST IN PRODUCT CATEGORIES

DRUG INTERACTIONS

WHITE, TATONETTI, SHAH, ALTMAN & HORVITZ (2013)

BEST SELLING

LIMITED EDITION

BEST SELLING GIFTS

LIMITED EDITION GIFTS

STUDY

SELF OTHER

SCARCITY POPULARITY

“this product is limited edition”

“75% of people purchase this…”

2 2

VS

VS

x

POPULARITY SCARCITY

SCARCITY

POPULARITYPOPULARITY

SCARCITY

You are browsing online to buy a coffee mug for SELF/OTHER.

Among the top quality options, you come across one coffee mug. The product description indicates that SCARCITY/POPULARITY.

1

2

3

4

5

6

7

SELF OTHER

SCARCITY POPULARITY

ATTITUDE

1

2

3

4

5

6

7

SELF OTHER

SCARCITY POPULARITY

PURCHASE INTENTION

POPULARITY

SCARCITY

STUDY

LIMITED EDITION

$10

LIMITED EDITION

$25

BEST SELLER

$10

BEST SELLER

$25

2

2

2

VS

VS LIMITED EDITION

BEST SELLER

$25VS$10

x

x

01234567

SELF OTHER

LIMITED EDITION BEST SELLER

PURCHASE INTENTION: $25

01234567

SELF OTHER

LIMITED EDITION BEST SELLER

PURCHASE INTENTION: $10

0

2

4

6

SELF OTHER0

2

4

6

SELF OTHER

LIMITED EDITION BEST SELLER

$10$25

$25 LIMITED EDITION

$10 BEST SELLER

DISCUSSION

SELF OTHER

SELF

OTHER

OTHER

OTHER

SELF

SELF

CONSUMPTION RISK

NEED FOR UNIQUENESS

CONSUMPTION RISK

NEED FOR UNIQUENESS

BEST SELLER

LIMITED EDITION

LIMITED EDITION

BEST SELLER

FOR ME

FOR YOU