強調數量稀少等限量促銷的手法，是實務界所常常使用的，但過去研究較少直接觸及到數量稀少性本身的影響，及消費者在已有偏好順位的前提下的反應。故本研究採用實驗法，嘗試探討數量稀少性對個人決策偏離原有偏好所產生之影響，並同時考量可能影響之因素。有效樣本474個。研究結果如下：
1. 當人們對產品本身已先有主觀的偏好順序時，產品數量的稀少性，會影響人們的決策，使其決策偏離原有的偏好順序，選擇當中數量最少的品項。（本研究中簡稱：偏好偏離。）
2. 後悔最小化之動機可用以解釋部分偏好偏離之原因。
3. 風險承擔的人格特質無法用以解釋偏好偏離之原因。
4. 產品屬性的不同，在偏好偏離程度上亦有顯著不同。歡樂性產品在偏好偏離程度上較功能性產品要來的大。
5. 對數量相對多寡感覺一致時，在偏好偏離程度上沒有顯著不同。
6. 可供選擇品項數多寡在偏好偏離程度上並無顯著不同。
7. 限制可選用份數在五種品項的第五個偏好順位時，在偏好偏離程度上才有顯著不同。

None

林建煌（2002）消費者行為，台北：智勝文化
陳順宇（2000）多變量分析，台北：華泰書局
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