Synthetic Scarcity and Its Discontent

Abstract

While scarcity often enhances product desire, we introduce and examine synthetic scarcity, a demand-side deception where firms falsely imply excess demand despite sufficient supply. Six studies demonstrate that synthetic (vs. authentic) scarcity elicits greater resentment, but this effect is critically moderated by consumer Machiavellianism. For low Machs, synthetic scarcity triggers feelings of betrayal, driving heightened resentment. High Machs, in contrast, report equally high resentment towards both scarcity types, as their response is driven by a perceived loss of control rather than betrayal. We provide indirect process evidence for this mechanism by identifying structural power as a boundary condition: the interactive effect of scarcity type and Machiavellianism emerges only under high power, where high Machs’ need for control is activated; under low power, the interaction dissipates. These findings illuminate the distinct psychological pathways through which consumers respond to deceptive scarcity tactics.