Harmen Oppewal
Marketing researcher who appears on both the scarcity and the unit-pricing sides of this site's retail coverage.
Who they are
Oppewal is at Monash and works on consumer behaviour and retail choice. He co-authored the scarcity meta-analysis and, separately, work on how consumers respond when price and package size change together.
Key papers
Barton, B., Zlatevska, N., & Oppewal, H. (2022). Journal of Retailing, 98(4), 741-758.
Yao, J., Oppewal, H., & Wang, D. (2020). Cheaper and smaller or more expensive and larger. Journal of the Academy of Marketing Science, 48, 1075-1094. Cited by title; no abstract retrievable and not read by this publication.
Key ideas
Scarcity cues generally raise value, desirability and purchase intentions, with demand-based scarcity the strongest form.
The unit-price work concerns tactics that change price and package size simultaneously, which is the mechanism behind quantity surcharges.
Retail research is a smaller world than its output volume suggests, and the same names recur across supposedly separate effects.
Concepts on this site
Sources
- doi:10.1016/j.jretai.2022.06.003