Scarcity signaling in sales promotion: An evolutionary perspective of food choice and weight status. (July 2021)

• Record Type: Journal Article
• Authors: Peschel, Anne O.
• Is Part Of: Journal of retailing and consumer services. Volume 61(2021)
• Publication Date: 2021-07
• Subjects: Consumer behavior -- Double hurdle model -- Online grocery shopping -- Sales promotion -- Product scarcity -- Resource scarcity; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2021.102512
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: Obesity rates are increasing worldwide, with an alarming number of associated co-morbidities and deaths. Evolutionary psychology explains this development with an inherent preference for fatty and sweet foods. Recent evidence shows that consumers with a low socioeconomic status are more prone to being obese, but also that consumers with few resources respond more to scarcity signals. Based on this background, this paper investigates whether overweight individuals with a low income respond more to scarcity signaling in terms of sales promotions than others. To this end, a large-scale online survey was conducted across four food product categories in the setting of an online supermarket. Results show that overweight or obese individuals with low income levels responded more strongly to scarcity signaling. The findings inform researchers in terms of explaining different responses to sales promotions and support practitioners in aligning sales promotions to target group-specific behavior.