Scarcity Messages
Abstract
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.
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References 44 · Cited by 349
- Authors
- Aggarwal, P., Jun, S. Y., & Huh, J. H.
- Affiliations
- University of Minnesota, Duluth (US)
- Sogang University (KR)
- Baekseok University (KR)
- ORCID
- Aggarwal, Praveen
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2011-10
- Volume
- 40
- Issue
- 3
- Pages
- 19-30
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2794157377
- Cited by
- 349
- References
- 44
- Citations by year
- 2026: 40 · 2025: 39 · 2024: 24 · 2023: 40 · 2022: 43 · 2021: 38 · 2020: 29 · 2019: 18 · 2018: 19 · 2017: 12 · 2016: 16 · 2015: 14 · 2014: 4 · 2013: 11 · 2012: 1
- FWCI
- 15.74
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Advertising (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- scarcity messages, purchase intention, brand concept, consumer competition, moderating effect, consumer behavior
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