When does product scarcity create lasting value for consumers and firms? We propose a framework overlaying the dimensions of demand-driven versus supply-driven scarcity and strategic versus non-strategic drivers of product scarcity. This framework generates three insights for the strategic use of product scarcity in marketing. First, because value from product scarcity is co-created by firms and consumers, it varies significantly across consumer segments, even for the same brand and product category. Second, the value generated by product scarcity tests to be longer lasting when product scarcity is both demand-driven and supply-driven. Third, the allocation mechanisms used to match demand and supply in response to product scarcity play a critical role in shaping consumer responses.

产品稀缺性何时能为消费者和企业创造持久价值？我们提出了一个框架，涵盖需求驱动与供应驱动的稀缺性以及产品稀缺性的战略与非战略驱动因素。该框架为营销中产品稀缺性的战略利用提供了三个见解。首先，由于产品稀缺性带来的价值是由企业和消费者共同创造的，因此即使对于同一品牌和产品类别，不同消费群体的价值也存在很大差异。其次，当产品稀缺性既受需求驱动又受供应驱动时，产品稀缺性所产生的价值会变得更持久。第三，用于匹配需求和供应以应对产品稀缺的分配机制在塑造消费者反应方面发挥着关键作用。