When Do Limited Time Offers Work? a Reactance Perspective

Ashesh Mukherjee, McGill University, Canada
Seung Lee, Konkuk University, South Korea
Andrew Gershoff, University of Texas at Austin, USA
Retailers, e-commerce websites, and television shopping channels frequently use limited-time offers such as “one day only sale” or “deal expires in one hour” to promote their products. This research uses the theoretical lens of reactance to identify new moderators of the effect of limited time offers on product evaluation.
[ to cite ]:
Ashesh Mukherjee, Seung Lee, and Andrew Gershoff (2017) ,"When Do Limited Time Offers Work? a Reactance Perspective", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 778-779.