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: | , |
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| Format: | Journal Article |
| Published: |
Routledge
2015
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| Online Access: | http://hdl.handle.net/20.500.11937/14304 |
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