The Effect of Scarcity on the Purchase Intentions of Prevention and Promotion Motivated Consumers

Psychology and Marketing

Volumn 29, Issue 8, 2012, Pages 541-548

  Ku, Hsuan Hsuan ^a   Kuo, Chien Chih ^b   Kuo, Tzu Wei ^c  

^a SOOCHOW UNIVERSITY   (Taiwan)

^b NATIONAL CHENGCHI UNIVERSITY   (Taiwan)

^c WISTRON CORPORATION   (Taiwan)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84863590286     PISSN: 07426046     EISSN: 15206793     Source Type: Journal    
DOI: 10.1002/mar.20541     Document Type: Article

References (25)

1. Aaker, J. A., & Lee, A. Y. (2001)." I" seek pleasure and "We" avoid pain: The role of self-regulatory goals in information processing and persuasion. Journal of Consumer Research, 28, 33-49.
2. Cesario, J., Grant, H., & Higgins, E. T. (2004). Regulatory fit and persuasion: Transfer from "feeling right." Journal of Personality and Social Psychology, 86, 388-404.
3. Chang, C. C., & Chou, Y. J. (2008). Goal orientation and comparative valence in persuasion. Journal of Advertising, 37, 73-87.
4. Chernev, A. (2004). Goal-attribute compatibility in consumer choice. Journal of Consumer Psychology, 14, 141-150.
5. Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: Conformity and compliance. Annual Review of Psychology, 55, 591-621.
6. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28, 307-319.
7. Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising. Journal of Advertising, 37, 33-40.
8. Florack, A., & Scarabis, M. (2006). How advertising claims affect brand preferences and category-brand associations: The role of regulatory fit. Psychology & Marketing, 23, 741-755.
9. Gierl, H., Plantsch, M., & Schweidler, J. (2008). Scarcity effects on sales volume in retail. International Review of Retail, Distribution and Consumer Research, 18, 45-61.
10. Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52, 1280-1300.
11. Higgins, E. T. (2002). How self-regulation creates distinct values: The case of promotion and prevention decision making. Journal of Consumer Psychology, 12, 177-191.
12. Jung, J. M., & Kellaris, J. J. (2004). Cross-national differences in proneness to scarcity effects: The moderating roles of familiarity, uncertainty avoidance, and need for cognitive closure. Psychology & Marketing, 21, 739-753.
13. Kim, Y. J. (2006). The role of regulatory focus in message framing in antismoking advertisements for adolescents. Journal of Advertising, 35, 143-151.
14. Lee, A. Y., & Aaker, J. L. (2004). Bringing the frame into focus: The influence of regulatory fit on processing fluency and persuasion. Journal of Personality and Social Psychology, 86, 205-218.
15. Lockwood, P., Jordan, C. H., & Kunda, Z. (2002). Motivation by positive or negative role models: Regulatory focus determines who will best inspire us. Journal of Personality and Social Psychology, 83, 854-864.
16. Lynn, M. (1992). The psychology of unavailability: Explaining scarcity and cost effects on value. Basic and Applied Social Psychology, 13, 3-7.
17. Micu C. C., & Chowdhury, T. G. (2010). The effect of message's regulatory focus and product type on persuasion. Journal of Marketing Theory and Practice, 18, 181-190.
18. Mourali, M., Böckenholt, U., & Laroche, M. (2007). Compromise and attraction effects under prevention and promotion motivations. Journal of Consumer Research, 34, 234-247.
19. Pham, M. T., & Avnet, T. (2004). Ideas and oughts and the reliance on affect versus substance in persuasion. Journal of Consumer Research, 30, 503-518.
20. Snyder, C. R. (1992). Product scarcity by need for uniqueness interaction: A consumer catch-22 carousel. Basic and Applied Social Psychology, 13, 9-24.
21. Van Herpen, E., Pieters, R., & Zeelenberg, M. (2005). How product scarcity impacts on choice: Snob and bandwagon effects. In G. Menon & A. R. Rao (Eds.), Advances in consumer research, Vol. 32 (pp. 623-624). Provo: Association for Consumer Research.
22. Verhallen, M. M., & Robben, S. J. (1994). Scarcity and preference: An experiment on unavailability and product evaluation. Journal of Economic Psychology, 15, 315-331.
23. Wan, E. W., Hong, J., & Sternthal, B. (2009). The effect of regulatory orientation and decision strategy on brand judgments. Journal of Consumer Research, 35, 1026-1038.
24. Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32, 906-914.
25. Zhou, R., & Pham, M. T. (2004). Promotion and prevention across mental accounts: When financial products dictate consumers' investment goals. Journal of Consumer Research, 31, 125-135.