The Differential Effectiveness of Scarcity Message in On-Line Advertising
This study aims to explore the relative effectiveness of scarcity message types on consumers’ impulse purchases online in Korea and China. Moreover, it attempts to examine the moderating roles of message framing and the need for cognitive closure, within which the impact of scarcity message type on impulse buying operates.
Citation:
Eun Mi Lee, Jung Ok Jeon, Qin Li, and Hyun Hee Park (2014) ,"The Differential Effectiveness of Scarcity Message in On-Line Advertising ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 795-795.
Authors
Eun Mi Lee, Pukyong National University, South Korea
Jung Ok Jeon, Pukyong National University, South Korea
Qin Li, Liaoning Normal University, China
Hyun Hee Park, Kyungpook National University, South Korea
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
Perspectives on “What Can We Trust? Perceptions of, and Responses to, Fake Information” and the Changing Values of Information
Kristen Lane, University of Arizona, USA
Merrie Brucks, University of Arizona, USA
Featured
Consumers' Journey into Access-Based Consumption
Swapnil Saravade, University of Texas Rio Grande Valley
Lorena Garcia Ramon, University of Texas Rio Grande Valley
Jacob Almaguer, University of Texas Rio Grande Valley
Mohammadali Zolfagharian, Bowling Green State University
Hazel H. Dadanlar, University of Texas Rio Grande Valley
Featured
K3. Goal or Knowledge? Exploring the Nature of Culture and its Consequential Effect
Xiaohua Zhao, Tsinghua University
Fang Wan, University of Manitoba, Canada
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University