The Dark Side of Marketing Tactics: Scarcity Promotions Induce Aggressive Behavior

Kirk Kristofferson, University of British Columbia, Canada
Brent McFerran, Simon Fraser University, Canada
Andrea Morales, Arizona State University, USA
Darren W. Dahl, University of British Columbia, Canada
Scarcity promotions emphasize limited availability. The current research proposes that such promotions increase feelings of threat (towards others), leading to increased aggressive behavior. Four studies using actual video games demonstrate the number of shots fired, punches thrown and games chosen are higher in response to such promotions.
[ to cite ]:
Kirk Kristofferson, Brent McFerran, Andrea Morales, and Darren W. Dahl (2014) ,"The Dark Side of Marketing Tactics: Scarcity Promotions Induce Aggressive Behavior", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 556-557.