Dissertation Title:  Insufficiency, Consumer Psychological Well-being and Marketing Communication 

 

• Authors: Agim Fjolla

• Institution: University of Tirana,  Faculty of Economics, Department of Marketing - Tourism

• Field of study: Marketing

• Publication date: 27.04.2026

• The dissertation is published in Albanian.

© Copyright: Agim Fjolla

Published by the University of Tirana
Based on legal acts, regulations and policies of the UT

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Abstract 

This doctoral thesis investigates how scarcity, conceptualized as the inability to secure desired products, affects consumers’ perceptions, behavior, and psychological well-being. Scarcity can stem from personal economic constraints, intentional policies of suppliers and retailers, or unforeseen disruptions in supply chains, producing tension, anxiety, and a loss of sense of control and security. In this context, marketing communication can amplify the perception of scarcity, but also serve as an intervention that mitigates negative consequences. 

Through five related studies with combined methodologies, eye tracking in real shopping environments, structured interviews with marketing professionals, surveys, analysis of consumer behavior data over time, and experiments, the relationship between perceived inadequacy and psychological state is analyzed.  

Findings show that inadequacy increases the urgency to act, but impairs well-being, especially when related to essential products. Sense of control and security emerge as key moderators, moderating or reinforcing the effects.  

The study contributes to the literature on marketing and consumer psychology and offers guidance for communications and policies that protect well-being and strengthen long-term consumer–brand relationships under conditions of real or perceived inadequacy.  

Field: The role of scarcity in consumer well-being and marketing communication as a calming mechanism  

Keywords: Insufficiency; consumer well-being; sense of control; sense of security; communication of insufficiency; eye-tracking; consumer behavior. 

 

 

Abstract 

This doctoral dissertation examines how scarcity, conceptualized as the inability to obtain desired products, affects consumers' perceptions, behavior, and psychological well-being. Scarcity may stem from personal financial constraints, deliberate supplier or retailer policies, or unforeseen disruptions in supply chains, generating tension, anxiety, and a diminished sense of control and security. In this context, marketing communication plays a dual role: it may amplify perceived scarcity, yet it can also function as an intervention that mitigates negative psychological outcomes. 

Across five interconnected studies employing mixed methods, eye-tracking in real shopping settings, structured interviews with marketing professionals, surveys, longitudinal analysis of consumer behavior data, and an experiment, the dissertation analyzes the link between perceived scarcity and consumers' psychological state.  

Findings consistently show that scarcity increases the urgency to act but undermines well-being, especially when the shortage concerns essential products. Perceived control and perceived security emerge as key moderators: their presence buffers negative effects, whereas their absence intensifies them.  

The research contributes to the marketing and consumer psychology literature and offers guidance for designing communications and policies that protect consumer well-being and strengthen long-term consumer–brand relationships under conditions of real or perceived product scarcity. 

Field of study: The Role of Scarcity in Consumer Well-Being and Marketing Communication as a Mitigating Mechanism. 

Keywords: scarcity, consumer well-being, psychological control, scarcity marketing communication, eye-tracking technology, perceived scarcity,