Are Scarcity Messages Still Effective?
An Experimental Comparison with Brand Prominence and Some Moderating Effects
dc.contributor.author | Childs, Michelle | |
dc.contributor.author | Jin, Byoungho | |
dc.date | 2018-10-19T23:11:49.000 | |
dc.date.accessioned | 2020-06-30T05:30:46Z | |
dc.date.available | 2020-06-30T05:30:46Z | |
dc.date.issued | 2013-01-01 | |
dc.description.abstract | <p>Scarcity messages such as “for a limited time only” or “while supplies last” have become popular practice in marketing (Byun & Sternquist, 2011). However, whether the effect of scarcity message still works or not is questionable because consumers may feel that if one store is scarce on merchandise, they can easily obtain the item elsewhere in today’s marketplace. Another common strategy is utilizing brand logo prominence with the assumption that the visible brand logo (i.e., high brand prominence) helps ensure that observers recognize the brand, which can increase purchase intentions (Han, Nunes, & Drèze, 2010).</p> | |
dc.identifier | archive/lib.dr.iastate.edu/itaa_proceedings/2013/presentations/44/ | |
dc.identifier.articleid | 2417 | |
dc.identifier.contextkey | 11912267 | |
dc.identifier.s3bucket | isulib-bepress-aws-west | |
dc.identifier.submissionpath | itaa_proceedings/2013/presentations/44 | |
dc.identifier.uri | https://dr.lib.iastate.edu/handle/20.500.12876/50394 | |
dc.relation.ispartofseries | International Textile and Apparel Association (ITAA) Annual Conference Proceedings | |
dc.source.bitstream | archive/lib.dr.iastate.edu/itaa_proceedings/2013/presentations/44/2013_ITAA_CB_010.pdf|||Sat Jan 15 00:17:57 UTC 2022 | |
dc.subject.disciplines | Fashion Business | |
dc.subject.disciplines | Fashion Design | |
dc.subject.disciplines | Fiber, Textile, and Weaving Arts | |
dc.subject.keywords | Scarcity | |
dc.subject.keywords | Brand Prominence | |
dc.subject.keywords | Brand Evaluation | |
dc.subject.keywords | Culture | |
dc.title | Are Scarcity Messages Still Effective? An Experimental Comparison with Brand Prominence and Some Moderating Effects | |
dc.type | event | |
dc.type.genre | event | |
dspace.entity.type | Publication | |
relation.isSeriesOfPublication | 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5 |
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