The Desire for Unique Consumer Products: A Moderator of the Scarcity Polarization Phenomenon?

Abstract

Previous research has provided conflicting evidence for whether or not perceived scarcity extremitizes evaluations (e.g., Ditto & Jemmott, 1989; Harris, Lynn, & Clair, 1991). In the present study, the potential moderating role of different types of uniqueness needs was examined. Seventy-three introductory psychology students read descriptions of one consumer and one non-consumer target. Target valence (healthful vs. harmful) and prevalence (scarce vs. common) were manipulated. Participants completed measures assessing the desire for unique consumer products (DUCP, Lynn & Harris, 1997), need-for-uniqueness (NU, Snyder & Fromkin, 1977), and desirability of the targets. Although the results of a series of ANOVAs were non-significant (p > .05), all of the trends were in the predicted direction: perceived scarcity of consumer products polarized the ratings of high, but not low, DUCP participants; moreover, scarcity’s effect on the non-consumer target was not moderated by DUCP. Potential causes of these null results are discussed.

Advisor: Thomas E. Nygren