Limited Sales or Limited Attention: Do Limited Edition Packages Really Work?

摘要

Marketers often use scarcity appeals to influence consumer decision-making by creating a sense of urgency and increasing the subjective desirability and sense of exclusivity of products. For example, in 2015 Coca-Cola entered the holiday spirit with packaging labels that, when peeled, tied into a festive bow. The product was identical to the regular version except for the package, which was unique, exclusive and of a higher quality than the regular. We introduce and define limited edition packages (LEPs) as a scarcity product strategy using the package exclusively to create a limited offer.