The Effects of Envy on Scarcity Appeals in Advertising: Moderating Role of Product Involvement

Rajat Roy, Curtin University, Australia
Results from two laboratory experiments show that when subjects experience benign (malicious) envy they exhibit higher value perception and purchase intention for the product showcased in a demand (supply) appeal over the supply (demand) appeal. This effect held under conditions of high product involvement but disappeared under low involvement.
[ to cite ]:
Rajat Roy (2016) ,"The Effects of Envy on Scarcity Appeals in Advertising: Moderating Role of Product Involvement", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 756-756.