Shi, XiaohuiLi, FengChumnumpan, Pattarin2020-02-072020-02-072020-01-31Shi, X, Li, F & Chumnumpan, P 2020, 'The use of product scarcity in marketing', European Journal of Marketing, vol. 54, no. 2, pp. 380-418. https://doi.org/10.1108/EJM-04-2018-02850309-0566ORCID: /0000-0002-3495-4916/work/72632929https://hdl.handle.net/2164/1367139926296engproduct scarcitysupply shortagelimited editionliterature reviewSupply shortageLiterature reviewProduct scarcityLimited editionMODERATING ROLESLIMITED-EDITIONSCALE DEVELOPMENTCONSUMERS NEEDUNIQUENESSCHOICECONSPICUOUS CONSUMPTIONNAIVE THEORIESBIG DATAINNOVATION DIFFUSIONH Social SciencesMarketingHThe use of product scarcity in marketingJournal article10.1108/EJM-04-2018-0285http://www.scopus.com/inward/record.url?scp=85079143752&partnerID=8YFLogxK542