Esther Swilley

Esther Swilley

Esther Swilley is a researcher and first author of the 2013 Journal of Retailing and Consumer Services paper on consumer intentions on Black Friday and Cyber Monday.

Who they are

The work of Esther Swilley reaches this site through the paper listed below. On this site the name is tied to Scarcity Effect.

Key papers

Swilley, E., & Goldsmith, R. E. (2013). Black Friday and Cyber Monday: Understanding consumer intentions on two major shopping days. Journal of Retailing and Consumer Services, 20(1), 43-50. What it reports: Survey of 225 US consumers on whether they would shop in stores or online on Black Friday and on Cyber Monday. Respondents enjoyed the in-person experience of Black Friday and were more likely to shop on Cyber Monday because it was more convenient.

Key ideas

Scarcity Effect: Perceived scarcity raises the perceived value of an item independent of any change in the item itself, and the reverse holds too: make a scarce thing abundant again and its perceived value drops right back down.

Sources

  1. Swilley, E., & Goldsmith, R. E. (2013). Black Friday and Cyber Monday: Understanding consumer intentions on two major shopping days. Journal of Retailing and Consumer Services, 20(1), 43-50.