Brand Exclusivity From Limited Availability

What it measures

This scale measures how exclusive a consumer perceives a brand's products to be because of their limited availability. Nguyen et al. (2023) used it to study how retailers' overstock-reduction methods shape brand perceptions of scarcity and exclusivity.

Response format

7-point scale (strongly disagree (1) to strongly agree (7))

Scale items

• There are only limited number of consumers who can buy ___ products.
• ___ products appear to be exclusive.
• The availability of ___ products is very much restricted.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Reliability reached .80 in Study 3 (α = .83) but fell just under .80 in Study 2 (α = .73; Nguyen et al. 2023, pp. 1312, 1316) across large Prolific samples (n = 1,339 and 1,307). Validity was not separately reported. Items were created by drawing key words from prior scarcity-signaling research (Gierl and Huettl 2010). The blank should be filled with the focal brand name. Note: this is a distinct scale from the differently authored "Perceived Brand Exclusivity" measure already in this database (ID 930).

Citation

Nguyen, Oanh Dinh Yen, Tania Bucic, Liem Viet Ngo, and Harmen Oppewal (2023), "Disposal-based Scarcity: How Overstock Reduction Methods Influence Consumer Brand Perceptions and Evaluations," Journal of the Academy of Marketing Science, 51 (6), 1305-1326.

Keywords

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