How Does Brand Warmth Influence Consumer Responses to Scarcity Appeals? the Role of Perceived Good Intentions

Marketers commonly use scarcity appeals (e.g., “only 10 available”) in advertisements. The authors examine the role of brand warmth in consumer responses to brands using scarcity appeals. Four studies demonstrate that high-warmth (vs. low-warmth) brands, due to their well-intentioned nature, are evaluated more favorably when they use scarcity appeals.


G. Ceren (Gerry) Aksu, Gabriela Tonietto, and Alokparna Monga (2021) ,"How Does Brand Warmth Influence Consumer Responses to Scarcity Appeals? the Role of Perceived Good Intentions", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 538-539.


G. Ceren (Gerry) Aksu, Rutgers University
Gabriela Tonietto, Rutgers University
Alokparna Monga, Rutgers University


NA - Advances in Consumer Research Volume 49 | 2021

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