The effects of perceived scarcity on consumers' processing of price information

Rajneesh Suri, Chiranjeev Kohli, Kent B. Monroe

Research output: Contribution to journalArticlepeer-review


This research examines how perceived scarcity influences consumers' processing of price information. To explain the effects of scarcity, a conceptual framework which incorporates both the motivational and the interference effects of scarcity on information processing is developed. The results from two studies show that under scarcity, consumers' perceptions of quality and monetary sacrifice exhibit different response patterns, depending on the relative price level and consumers' motivation to process information. We provide insights into how these perceptions of quality and sacrifice are integrated to form perceptions of value. Additional analyses of thought measures provided further understanding of the underlying processes that influenced the evaluation of price information under scarcity.

Original languageEnglish (US)
Pages (from-to)89-100
Number of pages12
JournalJournal of the Academy of Marketing Science
Issue number1
StatePublished - Mar 2007


  • Motivation
  • Price
  • Scarcity

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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