16-C: Craving For Hope: Scarcity Cues and Their Influences on Persuasiveness of Hope-Appeal Advertising

Three studies examined the idea that the salience of resource scarcity decreases consumers’ prosocial behaviors (e.g., intention to donate and willingness to pay for fair-trade products), and this effect is mediated by consumers’ sense of control. The authors also argue that the presence of hope appeal may reverse this relationship.



Citation:

Chun-Ming Yang, Tzu-Yun Yang, and Shu-Ni Hsu (2017) ,"16-C: Craving For Hope: Scarcity Cues and Their Influences on Persuasiveness of Hope-Appeal Advertising", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1069-1069.

Authors

Chun-Ming Yang, Ming Chuan University, Taiwan
Tzu-Yun Yang, Ming Chuan University, Taiwan
Shu-Ni Hsu, National Taiwan University of Science and Techonology, Taiwan



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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