Measures how likely a consumer considers it that a specific product or brand will face a supply shortage. Items assess probability of limited availability from a demand-driven perspective by default, though the phrasing can be adapted to reflect supply-side scarcity. Used as a manipulation check across three studies on scarcity appeals in advertising, involving pilot, student, and MTurk samples across Korean and U.S. populations. Blanks in the item stem should be replaced with the focal product or brand name.
Mukherjee, A., & Lee, S.Y. (2016). Scarcity appeals in advertising: The moderating role of expectation of scarcity. Journal of Advertising, 45(2), 256–268.
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