TY - JOUR
T1 - Scarcity Message Effects on Consumption Behavior
T2 - Limited Edition Product Considerations
AU - Jang, Wonseok Eric
AU - Ko, Yong Jae
AU - Morris, Jon D.
AU - Chang, Yonghwan
N1 - Publisher Copyright:
© 2015 Wiley Periodicals, Inc.
PY - 2015/10/1
Y1 - 2015/10/1
N2 - 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.
AB - 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.
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U2 - 10.1002/mar.20836
DO - 10.1002/mar.20836
M3 - Article
AN - SCOPUS:84940916177
SN - 0742-6046
VL - 32
SP - 989
EP - 1001
JO - Psychology and Marketing
JF - Psychology and Marketing
IS - 10
ER -