Belinda Barton
Marketing researcher whose meta-analysis put a size on scarcity tactics and confirmed a fifty-year-old moderator.
Who they are
Barton, with Natalina Zlatevska and Harmen Oppewal, pooled 416 effect sizes from 131 studies, on the grounds that the literature had grown fragmented enough that nobody could say how large the effect was or when it varied.
Key papers
Barton, B., Zlatevska, N., & Oppewal, H. (2022). Scarcity tactics in marketing: a meta-analysis of product scarcity effects on consumer purchase intentions. Journal of Retailing, 98(4), 741-758.
Key ideas
Cues signalling current or potential unavailability generally enhance a product's value and desirability and increase purchase intentions.
Demand-based scarcity is the most effective form, which matches Worchel's 1975 moderator arrived at by entirely different means.
Purchase intention is the outcome, which is one step removed from purchase and worth stating whenever the meta-analysis is cited.
Concepts on this site
Sources
- doi:10.1016/j.jretai.2022.06.003