Esch, Franz-Rudolf, Winter, Kai, Limited Editions

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8impact of a product limitation. To generate a positive scarcity effect at the PoS, it isnecessary that customers also recognise the limitation. Therefore, it has to be ensured thataccording to the product design and also to the PoS-materials (e.g. trays and displays), theproduct limitation is communicated appropriately visibly to the consumer. The impact of aproduct limitation has also to be taken into account for product tests prior to a launch. To getvalid test results, it is necessary to already inform the consumers in market research testsabout the planned limitation of the product. Another interesting finding is that the evaluationof the limited edition is significantly influenced by processing depth. A positive scarcityeffect only occurs if there is a more intensive cognitive examination. Therefore, Cialdini’s(1993) point of view that a desire, which results out of scarcity, can be aroused “at the push ofa button” has to be rejected for the limited editions regarded in this article. The consequenceis a particular relevance for those activities that are useful for a more intensive turn to theproduct at the PoS. On the other hand, especially limited editions could suffer if PoS activitiesprescind too much from the product. Finally, it has been found that the brand can profit fromthe reciprocal effects of a limited edition. <strong>Limited</strong> editions are an effective strategy forbrands which aim to increase the perceived brand creativity. In addition, they provide anopportunity for weak brands to improve the overall-attitude towards the brand.LIMITATIONS AND FUTURE RESEARCHFor the generalisation of the obtained findings it has to be restrictively considered thatexclusively students were questioned. Studies about the exploration tendency have shown thatparticularly for younger consumers (Givon, 1984; Kumar and Trivedi, 2006; Raju, 1980), orrather for those with a higher level of education (Raju, 1980) an above-average tendency toexplorative behaviour exists. Therefore, the above-average high tendency to exploration andtherewith the acceptance of limited editions is expected for the group of students. In futurestudies, further sections of population can be examined concerning their acceptance of limitededitions. In these studies, the range of product categories is restricted to frozen pizza andbiscuits. The results should not be easily applied onto other product categories. With theconsideration of other categories in the low involvement area, the external validity of theobtained findings could be increased. An important factor which leads to a differentacceptance on limited editions in different product categories may be found in the categoryrelatedtendency to exploration.
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