Overstock reduction methods offer important marketing signals that may affect consumer brand perceptions. In particular, some overstock reduction methods create disposal-based scarcity, that is, product scarcity resulting from reductions of unsold stock. Three experimental studies reveal distinct effects of incineration, which completely destroys the product, compared with methods that are less destructive, such as recycling, donating, or discounting through factory outlets. Achieving disposal scarcity through destruction ultimately damages consumer brand evaluations. In contrast, recycling, donating, and discounting methods, along with indicating a lack of brand overstock, can enhance brand evaluations. Communicating sold-out stock does not translate into such beneficial effects. These varied effects of different overstock reduction methods are mediated by perceptions of exclusivity, popularity, and wastefulness. Furthermore, the mediating effect of perceived wastefulness in the link between overstock reduction methods and brand evaluations is moderated by self–brand connection but not by perceived brand luxuriousness. This article thus integrates literature on scarcity, branding, wastefulness, and disposal behavior to identify a distinct type of scarcity and the conditions in which it has more positive or negative effects on brand perceptions and evaluations.

减少库存积压的方法提供了可能影响消费者品牌认知的重要营销信号。特别是，一些减少库存积压的方法会造成基于处置的稀缺，即因未售出库存的减少而导致的产品稀缺。三项实验研究揭示了焚烧的明显效果，与回收、捐赠或通过工厂直销店折扣等破坏性较小的方法相比，焚烧完全破坏了产品。通过销毁来实现处置稀缺最终会损害消费者的品牌评价。相比之下，回收、捐赠和折扣等方式，以及表明品牌不存在积压的情况，可以提高品牌评价。传达已售完的库存并不会转化为这种有益的效果。不同的积压库存减少方法的这些不同效果是由排他性、流行性和浪费的观念介导的。此外，感知浪费在减少库存方法和品牌评估之间的中介作用受到自我品牌联系的调节，而不是感知品牌奢华的调节。因此，本文整合了有关稀缺、品牌、浪费和处置行为的文献，以确定一种独特的稀缺类型以及它对品牌认知和评估产生更积极或消极影响的条件。在库存减少方法和品牌评估之间的联系中，感知浪费的中介效应受到自我品牌联系的调节，而不是感知品牌奢华的调节。因此，本文整合了有关稀缺、品牌、浪费和处置行为的文献，以确定一种独特的稀缺类型以及它对品牌认知和评估产生更积极或消极影响的条件。在库存减少方法和品牌评估之间的联系中，感知浪费的中介效应受到自我品牌联系的调节，而不是感知品牌奢华的调节。因此，本文整合了有关稀缺、品牌、浪费和处置行为的文献，以确定一种独特的稀缺类型以及它对品牌认知和评估产生更积极或消极影响的条件。