Room for opportunity: Resource scarcity increases attractiveness of range marketing offers

Linying Fan, Shirley Xueni LI, Yuwei Jiang*

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    27 Citations (Scopus)


    Although marketing offers with flexible price options within a range of two endpoints (i.e., range offers) have been frequently used in various contexts, such as discount ranges, flexible pricing, and deal quotations, our understanding of how consumers react to this pricing strategy is rather limited. The current research suggests that consumers’ reaction to range marketing offers may depend on their general sense of scarcity. Eight studies show that reminders of resource scarcity induce a promotion orientation among consumers, which consequently increases consumers’ favorability toward range marketing offers. This effect is found to strengthen when the range of the offer becomes wider, and to weaken when the range offer cannot provide a better-than-reference outcome. These findings result in novel theoretical insights about the ways consumers react to range marketing offers. From a managerial perspective, this research offers tactics that companies can use to potentially increase the acceptance and effectiveness of range marketing offers.

    Original languageEnglish
    Pages (from-to)82-98
    Number of pages17
    JournalJournal of Consumer Research
    Issue number1
    Publication statusPublished - 1 Jun 2019

    Scopus Subject Areas

    • Business and International Management
    • Anthropology
    • Arts and Humanities (miscellaneous)
    • Economics and Econometrics
    • Marketing

    User-Defined Keywords

    • Promotion orientation
    • Range marketing offers
    • Reference point
    • Resource scarcity


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