Consumer Responses Towards Limited-Time Vs. Limited-Quantity Scarcity Messages in Price Promotions

Hsuan-Yi Chou, Institute of Marketing Communication, National Sun Yat-sen University, Taiwan
Hsin-Hsien Liu, Department of Asia-Pacific Industrial and Business Management, National University of Kaohsiung, Taiwan
Shao-Hua Chen, Institute of Marketing Communication, National Sun Yat-sen University, Taiwan
This study investigates the relative effects of limited-time versus limited-quantity scarcity messages in price promotions on consumers’ behavioral intentions and brand evaluations, and examines possible internal mechanisms. The moderating effects of product types and consumer regulatory focus are also explored. The findings contribute to restricted promotion research and practices.
[ to cite ]:
Hsuan-Yi Chou, Hsin-Hsien Liu, and Shao-Hua Chen (2015) ,"Consumer Responses Towards Limited-Time Vs. Limited-Quantity Scarcity Messages in Price Promotions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 782-782.