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.



Citation:

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.

Authors

Jillian Hmurovic, University of Pittsburgh, USA
Kelly Goldsmith, Northwestern University, USA
Cait Lamberton, University of Pittsburgh, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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