“Scarce- Insincere” Heuristic: Signaling Effect of Limited Quantity in Scarcity Appeal

This research reveals a novel “scarce - insincere” heuristic when consumers make inferences of limited quantities in scarcity appeals. Product scarcity can reduce perceived sincerity of suppliers and deter consumers from purchase. Real-world transaction data demonstrate the counterproductive effect of product scarcity, and experimental data suggest the underlying process.


YUFANG JIN and Guang-Xin Xie (2020) ,"“Scarce- Insincere” Heuristic: Signaling Effect of Limited Quantity in Scarcity Appeal", 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: 1201-1201.


YUFANG JIN, Dalian University of Technology
Guang-Xin Xie, University of Massachusetts Boston


NA - Advances in Consumer Research Volume 48 | 2020

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