1Research Scholar, GIET University, Gunupur, Odisha, India
2Associate Professor, North-Eastern Hill University, Shillong, Meghalaya, India
3Assistant Professor, F.M. Autonomous College, Balasore, Odisha, India
4Assistant Professor, Kingdom University, Bahrain
*(Corresponding author) email id: k.sshibanishankarray@giet.edu
***bijayalaxmirout@bmsfmac.ac.in
Online Published on 13 April, 2026.
Artificial scarcity is a deliberate marketing technique. It involves creating a sense of urgency and exclusivity. This article examines two cultural products: the film Saiyaara (2025) and the Labubu collectible trend. Both examples use scarcity as a powerful branding tool. We explore how this strategy affects consumer perception and behavior. The study uses recent theories in consumer psychology and media marketing. It highlights the emotional triggers and social dynamics involved. This research offers fresh insight into scarcity’s cultural and commercial value.
Artificial scarcity, Consumer behavior trends, Digital collectibles economy, Scarcity marketing strategy, FOMO and virality, Emotional brand engagement
