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Original paper

The drivers of desirability in scarcity marketing

Volume: 33, Issue: 4, Pages: 924 - 944
Published: Aug 3, 2020
Abstract
Purpose Marketers make an effort to affect consumers through scarcity marketing thus shaping the perception of scarcity and creating desirability for consumers. To expand the scarcity-expensiveness-desirability model and to enhance insights for practical applications, this study modifies the causal relationship among two types of scarcity, three types of expansiveness and desirability. Design/methodology/approach This study surveyed 400 Taipei...
Paper Details
Title
The drivers of desirability in scarcity marketing
Published Date
Aug 3, 2020
Volume
33
Issue
4
Pages
924 - 944
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