Scarcity Message Effects on Consumption Behavior: Limited Edition Product Considerations

Wonseok Eric Jang, Yong Jae Ko, Jon D. Morris, Yonghwan Chang

Research output: Contribution to journalArticlepeer-review

39 Scopus citations

Abstract

Recently, many luxury brands have begun to launch limited edition (LE) products. When this happens, advertisers implement two typical types of scarcity messages for LE products: limited-time scarcity (LTS) versus limited-quantity scarcity (LQS) messages (Cialdini, 2008). Prior research offered empirical evidence that these scarcity messages make consumers feel that LE products are more special, unique, and valuable, and thus, positively influence their evaluation of the product (Aggarwal, Jun, & Huh, 2011). The current study examined the differential effects of LTS and LQS messages on different types of LE products by focusing on consumers' need for uniqueness.

Original languageEnglish (US)
Pages (from-to)989-1001
Number of pages13
JournalPsychology and Marketing
Volume32
Issue number10
DOIs
StatePublished - Oct 1 2015

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