Gilmore, Trevor (2025) Exploring The Effects of Collectability and Scarcity Cues on Collectible Products Consumption. Masters thesis, Concordia University.
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Abstract
Scarcity tactics are widely used in marketing to enhance product desirability, yet their
effectiveness in the context of collectible products remains underexplored. While prior research
has established that scarcity can drive demand, few studies have examined how these tactics
interact with perceptions of collectability, particularly within specific markets such as vinyl
record collecting. My research addresses this gap by investigating how scarcity and collectability
cues influence consumer responses to collectible products. In my research, I focus on vinyl
records due to their recent resurgence and cultural significance among music collectors. I
explored the interplay between collectability and scarcity cues across four studies. A pilot study
and a pre-test first helped design relevant manipulations. Two experimental studies then
examined the effects of collectability (e.g., special features) and scarcity (e.g., limited quantity)
cues on consumers’ responses (i.e., ownership desire, purchase intentions, and anticipated
regret). These studies also explored the roles of the perceived economic and emotional values of
the collectible products as potential mediators. My preliminary findings suggest that scarcity and
collectability cues function as distinct drivers of consumer responses, as only main effects were
found. Additionally, the perceived economic and, to a lesser extent, emotional value of the
collectible product mediated these effects. My research contributes to the literature on scarcity
marketing tactics by exploring how they may impact collectible product consumption, and to the
literature on collectible products, by experimentally testing the effects of collectability cues. My
findings also offer insights for marketers seeking to leverage collectability and scarcity cues
within collectibles markets.
| Divisions: | Concordia University > John Molson School of Business > Marketing |
|---|---|
| Item Type: | Thesis (Masters) |
| Authors: | Gilmore, Trevor |
| Institution: | Concordia University |
| Degree Name: | M. Sc. |
| Program: | Marketing |
| Date: | 20 August 2025 |
| Thesis Supervisor(s): | Roux, Caroline |
| Keywords: | collectability, scarcity, abundance, consumer behaviour, ownership desire, purchase intentions, anticipated regret, economic value, emotional value |
| ID Code: | 995958 |
| Deposited By: | Trevor Gilmore |
| Deposited On: | 04 Nov 2025 17:01 |
| Last Modified: | 04 Nov 2025 17:01 |
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