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THE RESEARCH (medication for sufferers of attention could be used as an alternative
The authors used six experiments deficit disorder) to help them remain to shaving cream, but the brand’s
to test their belief of the impact alert and study longer hours. marketers could advise people to test
of resource scarcity on functional this on a small area to ensure it does
fixedness and, in turn, creative use of These are good examples of not cause skin irritation.
products. For each experiment, they inappropriate uses of products that
divided the participants into three may be dangerous to consumers, and Where brands encourage and
groups: a group which was given scarce which may harm the brand if people support consumers in their quest to
resources; a group with abundance are negatively affected. make ends meet by finding creative
resources; and a control group with alternative uses for their product,
neither abundant nor scarce resources. Interestingly, the findings of this study they may find themselves generating
showed that, in the case of resource increased loyalty among their
In the various experiments scarcity, respondents were not only customers, who are likely to feel that
participants had to complete tasks more creative in terms of product uses, their favourite brands are fighting the
such as building a child’s toy with a but participants still found appropriate economic battle at their sides, rather
number of blocks, fixing a candle to uses for the products. than against them.
a wall with only a pack of matches
and a box of tacks, and providing as Conversely, where participants Finally, given the finding that
many alternative uses for a traditional were specifically made aware of the consumers who are informed about
traditional use of a product before the traditional use of a product are
? the experiment, they showed a lower less creative in finding alternative
Brands could degree of creativity in terms of finding uses, brands could actively assist in
promote other alternative uses for it. the creativity process by focusing less
product uses on traditional product use in their
TAKE-AWAYS marketing communication. Instead, they
product as possible in two minutes. could promote brand values and the
They also had to improve on a current The results have significant value for advantages of using the brand, rather
product by building a new and improved marketers in tougher economic times, than focusing on product functionality.
version after being briefed on the particularly in the coming period,
traditional use of the original product. when South African consumers are Based on the findings of Mehta
feeling the effects of resource scarcity. and Zhu, if consumers can be
THE FINDINGS Since resource scarcity leads to more encouraged and empowered to be
The series of experiments showed that, creative uses of products, brands can more creative in how they use traditional
firstly, a general sense of resource presumably expect consumers to be products, this strategy may lead to
scarcity does lead to more novel use of more creative in how they use products increased product usage, more sales
products by consumers who are less going forward. and improved loyalty.
functionally fixed on traditional product
uses and, consequently, more creative Sunlight soap, for example, has Reference:
with finding alternative uses. experienced this in the past when the Mehta, R and Zhu, M. (2016) Creating
original soap bar became a multi- When You Have Less: Impact of Resource
Unfortunately, finding ‘alternative purpose household soap. Some Scarcity on Product Use. Journal of Consumer
uses’ can also stretch to consumers consumers even advocate using Research, 42(5):767-782. DOI: http://dx.doi.
finding ‘inappropriate uses’ for traditional Sunlight to mould dreadlocks, or as org/10.1093/jcr/ucv051
products. For example, children placing an alternative to shaving cream.
Mentos packaged mint sweets inside Dr Mignon Reyneke
Coke bottles to cause them to explode Based on this experience, brand is a member of the
for entertainment purposes. Similarly, managers may consider supporting marketing faculty
some university students will use Ritalin alternative product uses, or even to at the University
promote different uses of the same of Pretoria’s
product through their marketing Gordon Institute of
communication channels. Such an Business (GIBS). She
approach may be useful to consumers, researches, teaches
particularly where brands are and consults in marketing and branding
suggesting safe alternative uses for with a focus on luxury brands.
their products. For example, Sunlight
August–September 2016 strategicmarketing 51
