Many consumers use shopping as a means to restore the psychological depletions or threats. This article asserts that the choice closure attribute of scarcity (i.e., this is your final call to have this product) provides consumers who feel threats to their personal control an opportunity to resolve cognitive discomfort. This compensatory consumption role of scarcity message would induce consumers who feel threats or depletions of their personal control to have a favorable attitude to the target product, make a purchase decision or evaluation judgment fast, and feel strong confidence in their decision. In order to demonstrate these assertions, two experimental studies were conducted. In study 1, using a Christmas seasonal product as a stimuli for time scarcity, individuals felt low control evaluated the scarce product more favorably, decided faster, and reported higher level of confidence implicitly as well as explicitly than individuals felt high control. Study 2 indicated that individuals felt low control were more likely to purchase the product under quantity scarcity(i.e., limited edition) while their counterpart consumers who felt high control showed a higher intention to purchase a best-selling product. Individuals who felt high control reported that they would seek for more information about a best-selling product after choice. In contrast, the level of information sought among individuals who felt threats of control did not show any difference for both types of products. The results expand the scope of compensatory consumption in a way that not only a specific feature of products but also any non-specific products under a choice closure such as scarcity in marketing would work as a compensatory consumption. The theoretical as well as practical implications of the findings are discussed.