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Merchandising/Marketing/Retailing: Branding

Content Analysis of Scarcity Promotional Messages

Authors
  • Jae Youn Chang (Auburn University)
  • Wi-Suk Kwon (Auburn University)

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).

Keywords: Scarcity, formats, and contexts

How to Cite:

Chang, J. & Kwon, W., (2013) “Content Analysis of Scarcity Promotional Messages”, International Textile and Apparel Association Annual Conference Proceedings 70(1).

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Published on
2013-01-01

Peer Reviewed

License

Creative Commons Attribution 4.0