Prior research provides controversial findings as to whether products become more or less desirable when accompanied by product scarcity. As there are many options relevant for retailing to generate product scarcity, it seems beneficial to identify the conditions under which scarcity should be applied as an instrument for sales promotion. We differentiate our considerations by the type of scarcity, the product category and by the existence of other purchase arguments for the scarce product. The main result of our empirical investigations is that these three conditions are relevant factors which influence the direction of scarcity's effect on product desirability.
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