When Exploding Deals Create Competitive Customers: Understanding the Psychological Consequences of Scarcity Marketing Tactics
Although scarcity marketing tactics have been broadly considered to enhance product desirability, we demonstrate that exposure to time-based scarcity promotions engenders competitive orientation targeting the retailer, consequently producing the ironic effects of motivating consumers to devalue the promoted product and to look for better deals elsewhere.
Jillian Hmurovic, Kelly Goldsmith, and Cait Lamberton (2016) ,"When Exploding Deals Create Competitive Customers: Understanding the Psychological Consequences of Scarcity Marketing Tactics", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 476-477.
Jillian Hmurovic, University of Pittsburgh, USA
Kelly Goldsmith, Northwestern University, USA
Cait Lamberton, University of Pittsburgh, USA
NA - Advances in Consumer Research Volume 44 | 2016
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