Room for Opportunity: Resource Scarcity Increases Attractiveness of Range Marketing Offers

Journal Article Room for Opportunity: Resource Scarcity Increases Attractiveness of Range Marketing Offers Get access Linying (Sophie) Fan, Linying (Sophie) Fan Hong Kong Polytechnic University Please address correspondence to Yuwei Jiang. Email: yuwei.jiang@polyu.edu.hk Search for other works by this author on: Oxford Academic PubMed Google Scholar Xueni (Shirley) Li, Xueni (Shirley) Li Department of Marketing, School of Business, Hong Kong Baptist University, Renfrew Road, Kowloon Tong, Hong Kong Search for other works by this author on: Oxford Academic PubMed Google Scholar Yuwei Jiang Yuwei Jiang Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 46, Issue 1, June 2019, Pages 82–98, https://doi.org/10.1093/jcr/ucy059 Published: 07 July 2018