Biraglia, A orcid.org/0000-0002-1323-2586, Ulqinaku, A orcid.org/0000-0003-3456-6451 and Usrey, B (2021) The downside of scarcity: Scarcity appeals can trigger consumer anger and brand switching intentions. Psychology and Marketing, 38 (8). pp. 1314-1322. ISSN 0742-6046
Abstract
Brands often use scarcity appeals to promote sales. However, there is limited research investigating how consumers react when they are unable to obtain items that are advertised using scarcity appeals in terms of limited quantity. In two studies, experimental and correlational, we show that consumers who do not get the product associated to scarcity appeals (vs. not) have higher intentions to switch to competitor brands. This effect is mediated by consumer anger. We present theoretical contributions in research on scarcity appeals and consumer emotions (i.e., anger) and we discuss managerial implications of how scarcity appeals can sometimes backfire and lead to consumers switching to other competitor brands when they fail to obtain the product advertised as limited in quantity.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2021 The Authors. This is an open access article under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0) (https://creativecommons.org/licenses/by/4.0/) |
Keywords: | anger, scarcity appeals, switching behavior |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 25 Mar 2021 16:15 |
Last Modified: | 25 Jun 2023 22:37 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1002/mar.21489 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:172519 |