Evaluation and Feedback Effects of Limited Editions in FMCG Categories

Abstract

Limited Editions are a widely used type of line extensions to introduce new products in the Fast-Moving-Consumer-Goods business. In this process an exceptional, limited available variant is added to the permanent offers of a product line. Despite the meanwhile wide use of this strategy in marketing there is almost no scientific discussion about limited editions. This article focuses on how consumers react to limited editions. Based on exploration-, scarcity- and categorization- theory, effects of exploration seeking and processing depth are analysed. Additionally reciprocal effects of limited editions on the parent brand are examined. Implications for the use of limited editions in practice will be deduced from the results.

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