What does this mean in practice?

[billal hossen]

That is, products whose revenue is centered on the perception of the value of their scarcity.

Chart of the 4 factors that fuel the reselling business

The four main factors that influence the propensity to resell according to the study are:

Personal needs;
Value;
Experience;
Environment.
The research is interesting not only for the conclusions it reached, but also for the method used.

This is the AHP (Analytic Hierarchy Process) method , developed in the early 70s by Professor Thomas Saaty.

This method detects, in the context of a complex choice, the weight of the individual factors that influence the decision in a complex decision-making process .

First of all, the consumption and sale of limited edition products italy telegram data are linked to the virality of marketing , based on the willingness of consumers to:

Buying products in high scarcity on the market;
Share these products through reselling;
Communicate their sense of superiority.
According to the study, in fact, "people are reluctant to buy products that are used by many similar people" .

Furthermore, due to their desire for social recognition, self-expression and the choice of a certain quality, consumers who want to use limited edition products respond better to scarcity rather than urgency.

So quantity constraints trump time constraints in persuading typical customers in the reseller market.

In other words, scarcity must be real and not just perceived in momentary offers.

On the brand side this is easily achieved:

In the case of products, a limited quantity will need to be created, for example with special editions;
While in the case of services , such as a course or consultancy, its availability will be limited a priori.