Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing
In this article we examine differences in the impact of message framing and scarcity appeal types in advertisements on consumers with varying levels of need for uniqueness (NFU). Results from two experimental studies support a two-way NFU × scarcity interaction, wherein participants with lower level...
| Main Authors: | , |
|---|---|
| Format: | Journal Article |
| Published: |
Routledge
2015
|
| Online Access: | http://hdl.handle.net/20.500.11937/14304 |
| _version_ | 1848748587874254848 |
|---|---|
| author | Roy, Rajat Sharma, Piyush |
| author_facet | Roy, Rajat Sharma, Piyush |
| author_sort | Roy, Rajat |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | In this article we examine differences in the impact of message framing and scarcity appeal types in advertisements on consumers with varying levels of need for uniqueness (NFU). Results from two experimental studies support a two-way NFU × scarcity interaction, wherein participants with lower levels of NFU show a greater impact of demand (versus supply) scarcity appeal on their attitudes and purchase intentions; whereas participants with higher levels of NFU show a greater impact of supply (versus demand) appeal. In addition, we found support for a three-way interaction, which shows that, under both gain and loss frames, participants with lower levels of NFU prefer demand over supply appeal; whereas under the loss frame, participants with higher levels of NFU prefer supply over demand appeal. We discuss the conceptual contribution and managerial implications of these findings. |
| first_indexed | 2025-11-14T07:07:25Z |
| format | Journal Article |
| id | curtin-20.500.11937-14304 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:07:25Z |
| publishDate | 2015 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-143042020-07-22T03:56:56Z Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing Roy, Rajat Sharma, Piyush In this article we examine differences in the impact of message framing and scarcity appeal types in advertisements on consumers with varying levels of need for uniqueness (NFU). Results from two experimental studies support a two-way NFU × scarcity interaction, wherein participants with lower levels of NFU show a greater impact of demand (versus supply) scarcity appeal on their attitudes and purchase intentions; whereas participants with higher levels of NFU show a greater impact of supply (versus demand) appeal. In addition, we found support for a three-way interaction, which shows that, under both gain and loss frames, participants with lower levels of NFU prefer demand over supply appeal; whereas under the loss frame, participants with higher levels of NFU prefer supply over demand appeal. We discuss the conceptual contribution and managerial implications of these findings. 2015 Journal Article http://hdl.handle.net/20.500.11937/14304 10.1080/00913367.2015.1018459 Routledge fulltext |
| spellingShingle | Roy, Rajat Sharma, Piyush Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing |
| title | Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing |
| title_full | Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing |
| title_fullStr | Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing |
| title_full_unstemmed | Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing |
| title_short | Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing |
| title_sort | scarcity appeal in advertising: exploring the moderating roles of need for uniqueness and message framing |
| url | http://hdl.handle.net/20.500.11937/14304 |