Perceived Control and Scarcity Appeals

Volume: 46, Issue: 3, Pages: 361 - 374
Published: Jan 1, 2018
Abstract
We examined how individuals would respond to scarcity appeals when they felt low (vs. high) in personal control. We proposed that scarcity would be an effective way to compensate for loss of control because it symbolizes distinctiveness, stimulates urgency, and offers an opportunity to obtain resources. Results from 2 experiments confirmed our prediction. In Study 1, participants (64 Korean college students) indicated a greater intention to...
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Paper Details
Title
Perceived Control and Scarcity Appeals
Published Date
Jan 1, 2018
Volume
46
Issue
3
Pages
361 - 374
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