Exploring the Impact of Scarcity Appeals in Advertising:The Mediating Roles of the Third Person Effect and Need for Uniqueness
Limited time only, Only while Stocks Last and Limit of One per Customer are examples of scarcity appeals in advertising. Past research in this area points to a consistent relationship between Scarcity appeals and value perception. This study further explores and confirms some mediation relationships between scarcity, value perception and purchase intention. Using a student sample within an experimental design, the relationship between scarcity appeals and value perception is confirmed. Notably, perceived influence on others emerges as a significant mediator between scarcity appeals and value perception, while value perception and purchase intention are mediated by the need for uniqueness. The study is limited by the nature and size of the sample and its external validity is hampered by the choice of a advertising stimulus for a single product category. Nevertheless, the study provides confirmation for many of the findings in the Eisend (2008) study and raises important justification for further research.
advertising scarcity appeals third person effect value perception
Steve Dix Cam Collison Rajat Roy
Curtin University, Australia
国际会议
杭州
英文
278-285
2011-10-15（万方平台首次上网日期，不代表论文的发表时间）