Nu eller aldrig – Generation Z i knapphetens grepp
(2025) FEKH29 20251Department of Business Administration
- Abstract (Swedish)
- Titel: Nu eller aldrig – Generation Z i knapphetens grepp: En kvalitativ studie om känslor, orsaker
och hantering i Generation Z:s möte med knapphetsmarknadsföring inom e-handeln
Seminariedatum: 5 juni, 2025
Kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Amelia Engblom, Linnéa Gunnarsson & Elvira Widaeus
Handledare: Jon Bertilsson
Nyckelord: knapphetsmarknadsföring, Generation Z, e-handel, beteendeekonomi, känslor
Forskningsfråga: Vilka känslor väcker knapphetsmarknadsföring inom e-handeln hos Generation Z,
vad orsakar känslorna och hur hanteras dem?
Syftet: Syftet med studien är att bidra till en fördjupad förståelse för vilka känslor som väcks hos
Generation Z i mötet... (More) - Titel: Nu eller aldrig – Generation Z i knapphetens grepp: En kvalitativ studie om känslor, orsaker
och hantering i Generation Z:s möte med knapphetsmarknadsföring inom e-handeln
Seminariedatum: 5 juni, 2025
Kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Amelia Engblom, Linnéa Gunnarsson & Elvira Widaeus
Handledare: Jon Bertilsson
Nyckelord: knapphetsmarknadsföring, Generation Z, e-handel, beteendeekonomi, känslor
Forskningsfråga: Vilka känslor väcker knapphetsmarknadsföring inom e-handeln hos Generation Z,
vad orsakar känslorna och hur hanteras dem?
Syftet: Syftet med studien är att bidra till en fördjupad förståelse för vilka känslor som väcks hos
Generation Z i mötet med knapphetsmarknadsföring i digitala miljöer. Studien syftar även till att
belysa de bakomliggande orsakerna till dessa känslor samt hur konsumenterna hanterar dem.
Metod: Studien är av kvalitativ karaktär och har utformats som en mixad metod, bestående av
fokusgruppsintervjuer och djupgående individuella intervjuer med respondenter inom Generation Z.
En abduktiv ansats tillämpades och analysen genomfördes genom tematisering utifrån ett
interpretativt perspektiv.
Teoretiska perspektiv: Studien tar avstamp i ett teoretiskt ramverk där marknadsföringsteorin om
köpprocessen kombineras med två beteendeekonomiska teorier: prospektteorin och teorin om
begränsad rationalitet. Dessa kompletteras med den psykologiska teorin om impulsköpstendens. Detta
teoretiska ramverk hjälper till att belysa såväl det kognitiva beslutsfattandet som de emotionella
drivkrafterna bakom konsumentbeteenden, i mötet med knapphetsbudskap.
Resultat: Knapphetsmarknadsföring väckte starka känslor hos respondenterna, där känsloklustrena
stress, ångest och FOMO samt irritation och avsmak var framträdande. Stress, ångest och FOMO
grundade sig ofta i en önskan om social tillhörighet och förstärktes då det fanns ett befintligt begär.
Dessa känslor hanterades genom att genomföra impulsköp. Irritation och avsmak framkom särskilt när
budskapen uppfattades som manipulativa, vilket hanterades genom att avbryta köpprocessen.
Ekonomisk återhållsamhet identifierades som en tredje hanteringsstrategi i mötet med
knapphetsmarknadsföring, där känslor av ansvar och kontroll dämpar impulser och återupprättar en
mer rationell köpprocess.
Slutsats: Studien visar att knapphetsmarknadsföring inom e-handel väcker två tydliga känslokluster
hos Generation Z: stress, ångest och FOMO samt irritation och avsmak. Dessa känslor bottnar i social
press, begär, inre konflikt och skepticism. Tre hanteringsstrategier identifierades: impulsköp, icke-köp
och ekonomisk återhållsamhet. Resultaten pekar på en rationell men känslopåverkad konsument,
vilket väcker etiska frågor kring knapphetsmarknadsföringens påverkan på ungas psykiska välmående
och behovet av reglering. (Less) - Abstract
- Title: Now or never – Generation Z in the grip of scarcity: A qualitative study on emotions, origin
and coping in Generation Z’s encounter with scarcity marketing in e-commerce
Seminar date: 5th of June, 2025
Course: FEKH29, Bachelor’s level thesis in Marketing, 15 ECTS
Authors: Amelia Engblom, Linnéa Gunnarsson & Elvira Wideus
Advisor: Jon Bertilsson
Key words: scarcity marketing, Generation Z, e-commerce, behavioral economics, emotions
Research question: What emotions does scarcity marketing in e-commerce evoke in Generation Z,
what causes the emotions and how are they managed?
Purpose: The purpose of this study is to contribute to a deeper understanding of the emotions evoked
in Generation Z when encountering... (More) - Title: Now or never – Generation Z in the grip of scarcity: A qualitative study on emotions, origin
and coping in Generation Z’s encounter with scarcity marketing in e-commerce
Seminar date: 5th of June, 2025
Course: FEKH29, Bachelor’s level thesis in Marketing, 15 ECTS
Authors: Amelia Engblom, Linnéa Gunnarsson & Elvira Wideus
Advisor: Jon Bertilsson
Key words: scarcity marketing, Generation Z, e-commerce, behavioral economics, emotions
Research question: What emotions does scarcity marketing in e-commerce evoke in Generation Z,
what causes the emotions and how are they managed?
Purpose: The purpose of this study is to contribute to a deeper understanding of the emotions evoked
in Generation Z when encountering scarcity marketing in digital environments. The study also aims to
shed light on the underlying causes of these emotions, as well as how consumers manage them.
Methodology: The study is qualitative in nature and was designed as a mixed-method approach,
consisting of focus group interviews and in-depth individual interviews with respondents from
Generation Z. An abductive approach was applied, and the analysis was carried out through thematic
coding from an interpretative perspective.
Theoretical perspectives: The study is grounded in a theoretical framework that combines the
marketing theory of the buying process with two behavioral economics theories: prospect theory and
theory of bounded rationality. These are complemented by the psychological theory of impulse buying
tendency. Together, the theories provide a comprehensive perspective by highlighting both the
cognitive decision-making process and the emotional drivers behind consumer behavior in response to
scarcity messages.
Result: The study shows that scarcity marketing evoked strong emotions among respondents, notably
stress, anxiety and FOMO, as well as irritation and aversion. The first cluster stemmed from a desire
for social belonging and was managed through impulsive purchases. The second arose when messages
felt manipulative, leading to purchase interruption. A third coping strategy was financial restraint,
where responsibility and control helped suppress impulses and restore rational decision-making.
These findings highlight how scarcity marketing affects consumers emotionally and how they
navigate these responses in different ways.
Conclusion: The study shows that scarcity marketing in e-commerce evokes two distinct emotional
clusters in Generation Z: stress, anxiety and FOMO, as well as irritation and aversion. These emotions
stem from social pressure, desire, inner conflict, and skepticism. Three coping strategies were
identified: impulse buying, non-purchase, and financial restraint. The results point to a rational yet
emotionally affected consumer, raising ethical concerns about the impact of scarcity marketing on
young people's mental well-being and the potential need for regulation. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9207392
- author
- Engblom, Amelia LU ; Gunnarsson, Linnéa LU and Widaeus, Elvira LU
- supervisor
- organization
- course
- FEKH29 20251
- year
- 2025
- type
- M2 - Bachelor Degree
- subject
- keywords
- knapphetsmarknadsföring, Generation Z, e-handel, beteendeekonomi, känslor
- language
- Swedish
- id
- 9207392
- date added to LUP
- 2025-07-02 11:20:45
- date last changed
- 2025-07-02 11:20:45
@misc{9207392,
abstract = {{Title: Now or never – Generation Z in the grip of scarcity: A qualitative study on emotions, origin
and coping in Generation Z’s encounter with scarcity marketing in e-commerce
Seminar date: 5th of June, 2025
Course: FEKH29, Bachelor’s level thesis in Marketing, 15 ECTS
Authors: Amelia Engblom, Linnéa Gunnarsson & Elvira Wideus
Advisor: Jon Bertilsson
Key words: scarcity marketing, Generation Z, e-commerce, behavioral economics, emotions
Research question: What emotions does scarcity marketing in e-commerce evoke in Generation Z,
what causes the emotions and how are they managed?
Purpose: The purpose of this study is to contribute to a deeper understanding of the emotions evoked
in Generation Z when encountering scarcity marketing in digital environments. The study also aims to
shed light on the underlying causes of these emotions, as well as how consumers manage them.
Methodology: The study is qualitative in nature and was designed as a mixed-method approach,
consisting of focus group interviews and in-depth individual interviews with respondents from
Generation Z. An abductive approach was applied, and the analysis was carried out through thematic
coding from an interpretative perspective.
Theoretical perspectives: The study is grounded in a theoretical framework that combines the
marketing theory of the buying process with two behavioral economics theories: prospect theory and
theory of bounded rationality. These are complemented by the psychological theory of impulse buying
tendency. Together, the theories provide a comprehensive perspective by highlighting both the
cognitive decision-making process and the emotional drivers behind consumer behavior in response to
scarcity messages.
Result: The study shows that scarcity marketing evoked strong emotions among respondents, notably
stress, anxiety and FOMO, as well as irritation and aversion. The first cluster stemmed from a desire
for social belonging and was managed through impulsive purchases. The second arose when messages
felt manipulative, leading to purchase interruption. A third coping strategy was financial restraint,
where responsibility and control helped suppress impulses and restore rational decision-making.
These findings highlight how scarcity marketing affects consumers emotionally and how they
navigate these responses in different ways.
Conclusion: The study shows that scarcity marketing in e-commerce evokes two distinct emotional
clusters in Generation Z: stress, anxiety and FOMO, as well as irritation and aversion. These emotions
stem from social pressure, desire, inner conflict, and skepticism. Three coping strategies were
identified: impulse buying, non-purchase, and financial restraint. The results point to a rational yet
emotionally affected consumer, raising ethical concerns about the impact of scarcity marketing on
young people's mental well-being and the potential need for regulation.}},
author = {{Engblom, Amelia and Gunnarsson, Linnéa and Widaeus, Elvira}},
language = {{swe}},
note = {{Student Paper}},
title = {{Nu eller aldrig – Generation Z i knapphetens grepp}},
year = {{2025}},
}