# Professor Adam Alter comments on product "drops" as a marketing strategy

1 Faculty News June 22, 2017 ![Fashionista logo](/sites/default/files/styles/246w/public/assets/images/con_047830.jpg?itok=WU_l8oM3)>

Excerpt from [Fashionista](https://fashionista.com/2017/06/drop-culture-psychology-shopping-consumer-behavior) -- "'\[A product drop\] doesn't conform to traditional fashion release timing, so it's unpredictable and, therefore, the products seem scarce,' NYU Stern School of Business Associate Professor of Marketing [Adam Alter](http://www.stern.nyu.edu/faculty/bio/adam-alter) tells Fashionista. 'Scarcity makes them desirable because they aren't available to just anyone — they're only available to people who happen to be tuned in to the product's release.'"

[Read more](https://fashionista.com/2017/06/drop-culture-psychology-shopping-consumer-behavior)