The multiple roles of scarcity in compliance: Elaboration as a moderator of scarcity mechanisms

The effectiveness of scarcity as a compliance-enhancing strategy is well recognized by marketers and researchers alike. Less clarity exists, however, regarding the mechanism responsible for scarcity's effects. The traditional explanation is that scarcity operates as a “scarce-is-good” heuristic. Alternatively, commodity theory proposes that scarcity acts as a signal that more thought is required. The elaboration likelihood model provides a framework for reconciling these seemingly disparate points of view. It states that any variable can play multiple roles in decision-making and that the specific role depends on individuals' motivation and ability to process information. We tested whether scarcity operates differently at high and low levels of elaboration. Participants (N = 167) read about a study skills program that was either restricted or unrestricted in availability while under high or low cognitive load, then recorded their thoughts and intentions to complete the program. Results suggested that scarcity acted as a cue under low elaboration but acted as a biasing factor under high elaboration. These findings are the first to provide evidence that scarcity can play multiple roles in influencing compliance.