The Differential Effectiveness of Scarcity Message in On-Line Advertising

Eun Mi Lee, Pukyong National University, South Korea
Jung Ok Jeon, Pukyong National University, South Korea
Qin Li, Liaoning Normal University, China
Hyun Hee Park, Kyungpook National University, South Korea
This study aims to explore the relative effectiveness of scarcity message types on consumers’ impulse purchases online in Korea and China. Moreover, it attempts to examine the moderating roles of message framing and the need for cognitive closure, within which the impact of scarcity message type on impulse buying operates.
[ to cite ]:
Eun Mi Lee, Jung Ok Jeon, Qin Li, and Hyun Hee Park (2014) ,"The Differential Effectiveness of Scarcity Message in On-Line Advertising ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 795-795.