Market Scarcity and Persuasion: an Information Congruity Perspective

Feng Shen, Saint Joseph's Univesity, USA
Scarcity appeals such as time restrictions are prevalent in retail advertisements, but a strong scarcity cue is not a guaranteed sell. Positive inference from a scarcity cue can be discredited by negative impression from product information. Scarcity will promote a product only if the product is indeed of high quality.
[ to cite ]:
Feng Shen (2011) ,"Market Scarcity and Persuasion: an Information Congruity Perspective", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.