4-C: Culture Matters: How Power Distance Belief Influences the Effectiveness of Scarcity Appeal in Advertising

Yafeng Fan, Renmin University of China, China
Jing Jiang, Renmin University of China, China
The article proposes that power distance can moderate the effect of scarcity appeal on product evaluation and the perceived threat from other consumers mediated this moderating effect. In addition, we try to examine the moderating role played by product type (publicly vs. privately consumed products).
[ to cite ]:
Yafeng Fan and Jing Jiang (2017) ,"4-C: Culture Matters: How Power Distance Belief Influences the Effectiveness of Scarcity Appeal in Advertising", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1026-1026.