SCARCITY MESSAGES A Consumer Competition Perspective

被引：224

作者：

Aggarwal, Praveen ^{[1
]}

Jun, Sung Youl ^{[2
]}

Huh, Jong Ho

机构：

[1] Univ Minnesota Duluth, Labovitz Sch Business & Econ, Duluth, MN USA

[2] Sogang Univ, Sch Business, Seoul, South Korea

来源：

JOURNAL OF ADVERTISING | 2011年 / 40卷 / 03期

关键词：

PRODUCT; UNAVAILABILITY; NEED; BEHAVIOR; RESPONSIBILITY; APPEALS; MARKET; COUPON; TIME;

D O I：

10.2753/JOA0091-3367400302

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study examines the relative effect of two types of scarcity messages (limited-quantity and limited-time) on consumers' purchase intentions. The moderating influence of brand concept (functional or symbolic) on this relationship is also examined. Drawing on the results of two studies, the authors conclude that the limited-quantity messages are more effective than limited-time messages in influencing consumers' purchase intentions. This differential impact is further enhanced for symbolic brands. Consumer competition is found to mediate the effect of scarcity messages on purchase intentions.

引用

页码：19 / 30

页数：12

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