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    Looking Beyond First-Person Effects (FPE) in the Influence of Scarcity Appeals in Advertising: A Replication and Extension of Eisend (2008)

    229617.pdf (273.9Kb)
    Access Status
    Open access
    Authors
    Sharma, Piyush
    Roy, Rajat
    Date
    2016
    Type
    Journal Article
    
    Metadata
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    Citation
    Sharma, P. and Roy, R. 2016. Looking Beyond First-Person Effects (FPE) in the Influence of Scarcity Appeals in Advertising: A Replication and Extension of Eisend (2008). Journal of Advertising. 45 (1): pp. 78-84.
    Source Title
    Journal of Advertising
    DOI
    10.1080/00913367.2015.1093438
    ISSN
    0091-3367
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/8511
    Collection
    • Curtin Research Publications
    Abstract

    In this paper, we replicate and extend Eisend’s (2008) pioneering work on first-person (FPE) effects in the context of scarcity appeals in advertising, using ‘influence of presumed influence’, a broader and less restrictive theoretical perspective compared to FPE to develop a revised conceptual model. Specifically, we hypothesize that it is the perceived influence on self and others, rather than the difference between them as hypothesized by Eisend (2008) that mediates the impact of value perception on purchase intention. Using a student sample similar to Eisend (2008) albeit with a different product category and advertising stimulus, we found that value perception has a direct positive effect on the perceived influence on others that affects the perceived influence on self, which in turn influences purchase intention. Besides offering an alternate model for future researchers to explore the role of scarcity appeals in advertising, our findings may also help advertisers focus on the perceived influence on others and use it to influence consumers’ own value perceptions and purchase intentions.

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