The drivers of desirability in scarcity marketing

Published on Aug 3, 2020in Asia Pacific Journal of Marketing and Logistics
· DOI :10.1108/APJML-03-2020-0187
📖 Papers frequently viewed together
2 Authors (Ya-Ling Wu, Yi-Hua Sun)
This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge.,Using an online survey, the study collects data in Hong Kong from 214 experienced social-media users, as indicated by their consumption of a durable technology product, a smartphone. We used partial least squares structural equation modelling (PLS–SEM) to test the links between so...
20 CitationsSource
#1Byoungho Jin (Kyung Hee University)H-Index: 27
#2Naeun Lauren KimH-Index: 2
Last. Minji Jung (SKKU: Sungkyunkwan University)H-Index: 1
view all 4 authors...
It is critical to understand how global consumers evaluate the quality of Asian products while marketing Asian products in the global marketplaces. The purpose of this paper is to examine the impact of Korea’s macro and micro country image and global consumers’ materialism level on the quality evaluation of Korean cosmetics among consumers in four countries.,Data from 900 participants were collected from consumers aged 20 or older living in economically developed countries (the USA and France) a...
4 CitationsSource
#1Shinhyoung Lee (College of Business Administration)H-Index: 1
#2Youjae Yi (College of Business Administration)H-Index: 37
5 CitationsSource
#1Youngseon Kim (CCSU: Central Connecticut State University)H-Index: 3
This research examines the effect of desire for exclusivity on evaluations of luxury experiences and proposes a boundary condition for the effect. The scarcity effect literature suggests that consumers prefer scarce products due to limited supply because they appeal to consumers’ desire for exclusive consumption. Building on this thesis, the current research argues that luxury experiences are intrinsically scarce enough to appeal to consumers’ desire for exclusivity: Consumers with a strong desi...
14 CitationsSource
#1Seung Yun LeeH-Index: 1
#2Sangdo OhH-Index: 5
Last. Sunho JungH-Index: 2
view all 3 authors...
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 reversibility of decision as a moderating factor in t...
1 CitationsSource
#1Seon Min LeeH-Index: 7
#2Gangseog RyuH-Index: 7
Last. Seungwoo ChunH-Index: 4
view all 3 authors...
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 purchase a limited-edition product when they perceived ...
1 CitationsSource
#1Shih-Tung Shu (NKFUST: National Kaohsiung First University of Science and Technology)H-Index: 3
#2Stephen StrombeckH-Index: 1
Purpose Prior research has clearly shown that ethnocentric consumers favor local brands. However, consumers also strongly favor local and global brands which reinforce their desired self-images. The purpose of this paper is to examine how self-image congruence (SIC) mediates the effect of consumer ethnocentrism (CE) on local brand preference (LBP). Design/methodology/approach This study empirically tested the proposed mediation model across three countries (Taiwan, South Korea and Japan) using t...
2 CitationsSource
#1Laurie Wu (TU: Temple University)H-Index: 1
#2Christopher Lee (ASU: Arizona State University)H-Index: 3
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 when purchasing for oneself, scarcity cues outperform popularity...
38 CitationsSource
#1Morgan K. Ward (Emory University)H-Index: 6
#2Susan M. Broniarczyk (University of Texas at Austin)H-Index: 25
AbstractGift givers balance their goal to please recipients with gifts that match recipient preferences against their own goal to signal relational closeness with gifts that demonstrate their knowledge of the recipient. Five studies in a gift registry context show that when close (vs. distant) givers receive attribution for the gifts they choose, they are more likely to diverge from the registry to choose items that signal their close relationships. The authors find that close givers’ divergence...
28 CitationsSource
#1Geoffrey M. Kistruck (York University)H-Index: 16
#2Robert B. Lount (OSU: Ohio State University)H-Index: 18
Last. Todd W. Moss (SU: Syracuse University)H-Index: 13
view all 5 authors...
There is a growing consensus that cooperative goal structures are more effective at motivating groups than competitive goal structures. However, such results are based largely on studies conducted in highly-controlled settings where participants were provided with the necessary resources to accomplish their assigned task. In an attempt to extend the boundary conditions of current theoretical predictions, we undertook a field experiment within a base-of-the-pyramid setting where resource scarcity...
20 CitationsSource
Cited By0