Digital Resource Scarcity Affects Online Purchase Intent: the Moderating Role of Message Framing
Consumers often face scarcity of digital resources such as low battery-life or low data availability. Two experiments are conducted to examine the effect of digital resource-scarcity on consumers’ online purchase intent. Using regulatory focus theory, we propose that the effect of scarcity on purchase intent is moderated by advertisement message-framing.
Citation:
Arani Roy and Ashesh Mukherjee (2020) ,"Digital Resource Scarcity Affects Online Purchase Intent: the Moderating Role of Message Framing", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1184-1184.
Authors
Arani Roy, McGill University, Canada
Ashesh Mukherjee, McGill University, Canada
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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