The Role of Scarcity in Consumer Behavior

Kelly Sherman: There's lots of different ways in which consumers experience scarcity or what we can get basically, they don't physically have to have something that is scarce. She says there's variety scarcity when you just happen to be in a market that never gets sufficient amount of variety of a given product category. Sherman: Scarcity makes people feel like they're competing for the number one option and it also makes them more likely to become unethical.