Consumer Responses Towards Limited-Time Vs. Limited-Quantity Scarcity Messages in Price Promotions

This study investigates the relative effects of limited-time versus limited-quantity scarcity messages in price promotions on consumers’ behavioral intentions and brand evaluations, and examines possible internal mechanisms. The moderating effects of product types and consumer regulatory focus are also explored. The findings contribute to restricted promotion research and practices.



Citation:

Hsuan-Yi Chou, Hsin-Hsien Liu, and Shao-Hua Chen (2015) ,"Consumer Responses Towards Limited-Time Vs. Limited-Quantity Scarcity Messages in Price Promotions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 782-782.

Authors

Hsuan-Yi Chou, Institute of Marketing Communication, National Sun Yat-sen University, Taiwan
Hsin-Hsien Liu, Department of Asia-Pacific Industrial and Business Management, National University of Kaohsiung, Taiwan
Shao-Hua Chen, Institute of Marketing Communication, National Sun Yat-sen University, Taiwan



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging

Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada

Read More

Featured

Trust the Polls? Neural and Recall Responses Provide Alternative Predictors of Political Outcomes

Samuel B Barnett, Northwestern University, USA
Andres Campero, Massachusetts Institute of Technology, USA
Ronen Zilberman, Massachusetts Institute of Technology, USA
Chris Rose, New York University, USA
Aaron Robinson, Northwestern University, USA
Moran Cerf, Northwestern University, USA

Read More

Featured

When Zero Prices Backfire: A Dual-Process Model for Understanding Consumers’ Reactions to Zero Prices

Fengyan Cai, Shanghai Jiao Tong University
Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.