Limited Edition for Me and Best Seller for You: The Impact of Scarcity versus Popularity Cues on Self versus Other-Purchase Behavior

Volume: 92, Issue: 4, Pages: 486 - 499
Published: Dec 1, 2016
Abstract
null null In the online retailing context, we explore the impact of the consumption target on the relative effectiveness of scarcity versus popularity cues. Purchasing for oneself often triggers a need for uniqueness while purchasing for someone else is more uncertain and risky. We propose that the consumption target moderates the relative effectiveness of scarcity versus popularity cues in marketing promotions. Specifically, we predict that...
Paper Details
Title
Limited Edition for Me and Best Seller for You: The Impact of Scarcity versus Popularity Cues on Self versus Other-Purchase Behavior
Published Date
Dec 1, 2016
Volume
92
Issue
4
Pages
486 - 499
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