When demand accelerates demand: Trailing the bandwagon

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The Effect of Consumer Persuasion Knowledge on Scarcity Appeal Persuasiveness (2013, background): “Supply-related scarcity (SRS) appeals, such as “supplies are limited” and “while supplies last,” communicate a product’s distribution shortage, which can signal product value, quality, or exclusivity to consumers (DeGraba 1995; Lynn 1992a; Van Herpen, Pieters, and Zeelenberg 2009).”
The effects of scarcity on consumer decision journeys (2018, background): “For example, product scarcity may be due to excessive demand or to restricted supply (Roy and Sharma 2015; Van Herpen et al. 2009).”
When Shelf-based Scarcity Impacts Consumer Preferences (2011, background): “While many of the above assumptions (inferences) are plausible, recent work by van Herpen, Pieters, and Zeelenberg (2009) finds that consumers in retail environments (i) tend to infer that scarcer products are more popular and of higher quality, and (ii) are generally more likely to choose scarcer…”