Scarcity Messages: A Consumer Competition Perspective
Aggarwal, Jun and Huh compared limited-quantity and limited-time scarcity messages in two studies. Limited-quantity messages were more persuasive for purchase intentions, the advantage was larger for symbolic brands than functional ones, and perceived consumer competition helped explain the effect.
Aggarwal, Jun and Huh compared limited-quantity and limited-time scarcity messages in two studies. Limited-quantity messages were more persuasive for purchase intentions, the advantage was larger for symbolic brands than functional ones, and perceived consumer competition helped explain the effect.
Written from the abstract, University of Minnesota research record, 2026-11-03.
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Aggarwal, P., Jun, S. Y., & Huh, J. H. (2011). Scarcity Messages: A Consumer Competition Perspective. Journal of Advertising, 40(3), 19-30. doi:10.2753/JOA0091-3367400302 https://doi.org/10.2753/JOA0091-3367400302