International Journal For Multidisciplinary Research

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Scarcity Marketing across Economies: Contrast between Global North and Global South Market Strategies

Author(s) Jaiveer Makkar
Country India
Abstract This research paper investigates the application and effects of scarcity marketing strategies across the diverse economic environments of the Global North and Global South. Differentiating itself from other promotional strategies, scarcity marketing, founded on theories such as commodity theory and psychological reactance, has become a popular tool in the marketing arsenal especially in the digital age — however, its form and effectiveness differs based on economic context. This study shows contrast here with the ways in which scarcity is used in the Global North to claim luxury, exclusivity and technological sophistication for brands by building their scarcity strategies around digital platforms, while in the Global South, genuine scarcity or rarity is more common so that the talk tends to be of building scarcity with more nuance. These differences make it crucial to adopt the methods that take into account concerns about affordability, cultural values and earning the trust of communities. While acknowledging the limited nature of the current literature, especially the shortage of literature on the Global South, this review paper strives to lay the groundwork for the establishment of contextually relevant, ethical, and sustainable marketing practices in both Global North and Global South markets. It adds on the ongoing discussion about how marketing approaches need to adjust to shifting economic landscapes and consumer priorities.
Keywords Scarcity Marketing, Global North vs Global South, Economic Contexts in Marketing, Commodity Theory, Psychological Reactance, Digital Marketing Strategies
Field Sociology > Economics
Published In Volume 7, Issue 1, January-February 2025
Published On 2025-02-08
Cite This Scarcity Marketing across Economies: Contrast between Global North and Global South Market Strategies - Jaiveer Makkar - IJFMR Volume 7, Issue 1, January-February 2025. DOI 10.36948/ijfmr.2025.v07i01.36705
DOI https://doi.org/10.36948/ijfmr.2025.v07i01.36705
Short DOI https://doi.org/g84d9h
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