演讲题目：The Impact of Resource Scarcity on Price-Quality Judgments
演讲嘉宾：Hanyong Park，University of Texas at San Antonio
Consumers routinely encounter situations in which they perceive that resources are scarce. However, little is known about how this perception influences consumers’ use of price in their purchase decisions. The present research seeks to fill this gap by examining the link between scarcity and the tendency to use price to judge product quality, and the mechanisms underlying that link. Six studies using multiple product categories and a variety of operationalizations of scarcity and price-quality judgments show that scarcity decreases consumers’ tendency to use price to judge product quality. This occurs because scarcity induces a desire to seek abundance, and thereby reduces an individual’s general categorization tendency; this, in turn, hinders consumers from viewing products as belonging to different price-tier groups, and thus lowers their tendency to use price as a basis for judging product quality. Consistent with this theorizing, we show that conditions that increase general categorization tendency under scarcity—e.g., evaluating objects that others consider (vs. oneself considers) for purchases—reverse the effect. The current research makes fundamental contributions to the literatures on scarcity, price-quality judgments, and categorization.
Hanyong Park is a Ph.D. candidate in Marketing at the University of Texas at San Antonio. He received a master’s degree in Fashion Merchandising and bachelor’s degree in Industrial Engineering, both at Seoul National University, Korea. His research currently focuses on two domains; (1) the influences of resource scarcity on consumer decision making, and (2) pricing and numerical information processing. His work has been conditionally accepted for publication at the Journal of Consumer Research, and received an invited revision at the Journal of Consumer Psychology. He also has multiple other projects in progress that are targeted at top-tier journal publications.