This Article Full Text (PDF) e-companion References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Download to citation manager Google Scholar Articles by Balachander, S. Articles by Stock, A.

An Empirical Analysis of Scarcity Strategies in the Automobile Industry

Krannert Graduate School of Management, Purdue University, West Lafayette, Indiana 47907
Krannert Graduate School of Management, Purdue University, West Lafayette, Indiana 47907
College of Business Administration, University of Central Florida, Orlando, Florida 32816
sbalacha{at}purdue.edu
liu96{at}purdue.edu
astock{at}bus.ucf.edu

Recent product introductions such as the Xbox 360, Sony Playstation 2, and PT Cruiser have been characterized by shortage of these products. Some experts have suggested that such scarcity can be a deliberate strategy for making the product more desirable. In this paper, we empirically examine the relationship between introductory inventory levels and consumer preference in the U.S. automobile industry and show that relative scarcity of a car at the time of introduction is associated with higher consumer preference for the product. Furthermore, we perform an empirical test of alternative theories about the rationale for introductory product scarcity. Specifically, we consider two theories of supplier-induced scarcity, namely the buying frenzy theory and the signaling theory, and an alternative theory that suggests that demand uncertainty causes introductory product scarcity. We find more support for the signaling theory of supplier-induced scarcity than the buying frenzy theory or the demand uncertainty theory in our analysis of the automobile market.

Key Words: marketing; new products; competitive strategy; signaling; econometrics; aggregate logit models; economic theory testing
History: Received: August 24, 2006; accepted: May 24, 2009.