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

“Don’t Tell Me What to Do!” Shoppers Rely Less on Consumer Reviews for Experiential than Material Purchases

Hengchen Dai, Washington University in St. Louis, USA
Cindy Chan, University of Toronto, Canada
Cassie Mogilner, University of California Los Angeles, USA

Read More

Featured

Images Change Implicit Attitudes More than Text: Evidence from Corrective Advertising Attempts

Olivier Trendel, Grenoble Ecole de Management, France
Kathleen Vohs, University of Minnesota, USA
Marc Mazodier, University of Nottingham, China

Read More

Featured

The Rise of the Impulsive Shopper: The Case of the Amazon Dash Button

Maya Farah, Lebanese American University, Lebanon
Zahy Ramadan, Lebanese American University, Lebanon

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.