4-C: Culture Matters: How Power Distance Belief Influences the Effectiveness of Scarcity Appeal in Advertising

The article proposes that power distance can moderate the effect of scarcity appeal on product evaluation and the perceived threat from other consumers mediated this moderating effect. In addition, we try to examine the moderating role played by product type (publicly vs. privately consumed products).



Citation:

Yafeng Fan and Jing Jiang (2017) ,"4-C: Culture Matters: How Power Distance Belief Influences the Effectiveness of Scarcity Appeal in Advertising", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1026-1026.

Authors

Yafeng Fan, Renmin University of China, China
Jing Jiang, Renmin University of China, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions to a Crowdfunding Project

Yael Steinhart, Tel Aviv University, Israel
Leilei Gao, Chinese University of Hong Kong, China
Tingting Fan, Chinese University of Hong Kong, China

Read More

Featured

10-O: Sequence Fluency Effects on Consumers’ Judgments of Truth

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce, Thailand

Read More

Featured

Constructing a Narrative Identity of Los Angles Through a Gastronoir Adventure

Mine Ucok Hughes, California State University Los Angeles, USA
Rossen Ventzislavov, Woodbury University, USA
Tony Stovall, Towson 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.