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    Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing

    228598_228598.pdf (233.0Kb)
    Access Status
    Open access
    Authors
    Roy, Rajat
    Sharma, Piyush
    Date
    2015
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Roy, R. and Sharma, P. 2015. Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing. Journal of Advertising. 44 (4): pp. 349-359.
    Source Title
    Journal of Advertising
    DOI
    10.1080/00913367.2015.1018459
    ISSN
    0091-3367
    School
    School of Marketing
    Remarks

    The Version of Record of this manuscript has been published and is available in Journal of Advertising (2015), http://www.tandfonline.com/10.1080/00913367.2015.1018459

    URI
    http://hdl.handle.net/20.500.11937/14304
    Collection
    • Curtin Research Publications
    Abstract

    In this article we examine differences in the impact of message framing and scarcity appeal types in advertisements on consumers with varying levels of need for uniqueness (NFU). Results from two experimental studies support a two-way NFU × scarcity interaction, wherein participants with lower levels of NFU show a greater impact of demand (versus supply) scarcity appeal on their attitudes and purchase intentions; whereas participants with higher levels of NFU show a greater impact of supply (versus demand) appeal. In addition, we found support for a three-way interaction, which shows that, under both gain and loss frames, participants with lower levels of NFU prefer demand over supply appeal; whereas under the loss frame, participants with higher levels of NFU prefer supply over demand appeal. We discuss the conceptual contribution and managerial implications of these findings.

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