Influence of scarcity claims on product evaluation: The role of reversibility of decision
Abstract
Marketers often employ scarcity messages to attract consumers. In this study, we showed that consumers make inferences about the truth or falsity of scarcity claims. When consumers interpret scarcity as a value signal, scarcity will positively influence product evaluation. In contrast, when scarcity is interpreted as a signal with manipulative intent, the positive effect of scarcity on product evaluation is reduced. Accordingly, we identified...
Paper Details
Title
Influence of scarcity claims on product evaluation: The role of reversibility of decision
Published Date
Feb 2, 2018
Volume
46
Issue
2
Pages
281 - 292
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