Content Analysis of Scarcity Promotional Messages

Date
2013-01-01
Authors
Chang, Jae Youn
Kwon, Wi-Suk
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Altmetrics
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Abstract

Scarcity refers to the limited supply of a commodity, a fundamental concept in economics (Lynn, 2008). Scarcity promotions have been frequently utilized in the marketplace, and their persuasive power has been acknowledged by both practitioners and academics (Gierl & Huettl, 2010). According to the commodity theory (Brock, 1968), a limited availability of goods, services, or opportunities influences consumers‟ perceived scarcity and results in purchase intention by influencing consumer value perceptions (Lynn, 1989).

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