The scarcity effect is a powerful social-influence principle used by marketers to increase the subjective desirability of products. This study explores cross-national differences in proneness to the scarcity effect and attempts to explain observed differences in terms of boundary conditions. Results of a shopping simulation experiment show a positive effect of scarcity on purchase intent and a greater proneness to such among participants from a lower-(U.S.) versus higher-(France) context culture. Moreover, the scarcity effect is moderated by product familiarity, uncertainty avoidance, and need for cognitive closure. Differential familiarity levels may help explain the observed cross-national differences. Managerial implications concern the conditions under which marketing appeals based on scarcity should be more (versus less) persuasive.
This research examines consumer reactions to online ads varying in levels of entertainment value. Results show that more favorable brand attitudes and more positive purchase intentions are formed when consumers are exposed to an ad that generates a high (game ad), rather than a low (banner ad) level of entertainment value. However, such effects are qualified by consumers' shopping goals. When consumers have access to their goals to seek specific product information, affect transfer is impaired, such that the advantage of entertaining ads dissipates. This research also documents moderating roles of individual differences in need for cognitive closure and Internet usage versatility.
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