Research in marketing often begins with two assumptions: that consumers are able to
choose among desirable products, and that they have sufficient resources to buy them …

Financial constraints are economic limitations on behavior. Given that millions of people
experience chronic or episodic financial constraints, we sought to review research that …

Gamification on the mobile platform through the concept of online games has the potential to
create unprecedented engagement with customers. With the growth in the gamification …

Scarcity tactics are an essential tool for marketers. Cues that signal the current or potential
unavailability of a product generally enhance its value and desirability and in turn increase …

Academics have shown a growing interest in the effects of resource scarcity—a discrepancy
between one's current resource levels and a higher, more desirable reference point …

While two-sided platforms (eg, video game consoles) depend on complements (eg, games)
for their success, the success of complements is also influenced by platform-level dynamics …

This research examines how a general sense of resource availability influences consumers'
product use creativity. The authors propose and demonstrate that the salience of resource …

Purpose As a frequently observed business phenomenon, the use of product scarcity to
improve a product's market performance has received increasing attention from both …

Gamification is attracting the attention of practitioners and researchers because of its power
to generate experiential value for users. However, despite its wide adoption by managers …

The current explosive growth of global consumption has caused many environmental
problems, so guiding and regulating the public's green consumption intention and behavior …