Scarcity messages: A consumer competition perspective

Praveen Aggarwal, Sung Jun, Jong Huh

Research output: Contribution to journalReview articlepeer-review

233 Scopus citations


This study examines the relative effect of two types of scarcity messages (limited-quantity and limited-time) on consumers' purchase intentions. The moderating influence of brand concept (functional or symbolic) on this relationship is also examined. Drawing on the results of two studies, the authors conclude that the limited-quantity messages are more effective than limited-time messages in influencing consumers' purchase intentions. This differential impact is further enhanced for symbolic brands. Consumer competition is found to mediate the effect of scarcity messages on purchase intentions.

Original languageEnglish (US)
Pages (from-to)19-30
Number of pages12
JournalJournal of Advertising
Issue number3
StatePublished - Oct 1 2011


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