20-B: Investigating Online Reviews: the Moderating Role of Scarcity Appeal

Using Amazon.com data, we found that scarcity appeals make consumers pay more attention to the average rating for the item on Amazon.com. Per the results of the OLS regression, buyers on Amazon.com use the average rating of reviews as a heuristic in their purchase decision-making when scarcity appeals are present.


Elika Kordrostami, Yuping Liu-Thompkins, and Vahid Rahmani (2017) ,"20-B: Investigating Online Reviews: the Moderating Role of Scarcity Appeal", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1040-1040.


Elika Kordrostami, Humboldt State University, USA
Yuping Liu-Thompkins, Old Dominion University, USA
Vahid Rahmani, Old Dominion University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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