Looking Beyond First-Person Effects (FPE) in the Influence of Scarcity Appeals in Advertising: A Replication and Extension of Eisend (2008)
In this paper, we replicate and extend Eisend’s (2008) pioneering work on first-person (FPE) effects in the context of scarcity appeals in advertising, using ‘influence of presumed influence’, a broader and less restrictive theoretical perspective compared to FPE to develop a revised conceptual mode...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Routledge
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/8511 |
| _version_ | 1848745679969583104 |
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| author | Sharma, Piyush Roy, Rajat |
| author_facet | Sharma, Piyush Roy, Rajat |
| author_sort | Sharma, Piyush |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | In this paper, we replicate and extend Eisend’s (2008) pioneering work on first-person (FPE) effects in the context of scarcity appeals in advertising, using ‘influence of presumed influence’, a broader and less restrictive theoretical perspective compared to FPE to develop a revised conceptual model. Specifically, we hypothesize that it is the perceived influence on self and others, rather than the difference between them as hypothesized by Eisend (2008) that mediates the impact of value perception on purchase intention. Using a student sample similar to Eisend (2008) albeit with a different product category and advertising stimulus, we found that value perception has a direct positive effect on the perceived influence on others that affects the perceived influence on self, which in turn influences purchase intention. Besides offering an alternate model for future researchers to explore the role of scarcity appeals in advertising, our findings may also help advertisers focus on the perceived influence on others and use it to influence consumers’ own value perceptions and purchase intentions. |
| first_indexed | 2025-11-14T06:21:12Z |
| format | Journal Article |
| id | curtin-20.500.11937-8511 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:21:12Z |
| publishDate | 2016 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-85112020-07-22T03:46:01Z Looking Beyond First-Person Effects (FPE) in the Influence of Scarcity Appeals in Advertising: A Replication and Extension of Eisend (2008) Sharma, Piyush Roy, Rajat In this paper, we replicate and extend Eisend’s (2008) pioneering work on first-person (FPE) effects in the context of scarcity appeals in advertising, using ‘influence of presumed influence’, a broader and less restrictive theoretical perspective compared to FPE to develop a revised conceptual model. Specifically, we hypothesize that it is the perceived influence on self and others, rather than the difference between them as hypothesized by Eisend (2008) that mediates the impact of value perception on purchase intention. Using a student sample similar to Eisend (2008) albeit with a different product category and advertising stimulus, we found that value perception has a direct positive effect on the perceived influence on others that affects the perceived influence on self, which in turn influences purchase intention. Besides offering an alternate model for future researchers to explore the role of scarcity appeals in advertising, our findings may also help advertisers focus on the perceived influence on others and use it to influence consumers’ own value perceptions and purchase intentions. 2016 Journal Article http://hdl.handle.net/20.500.11937/8511 10.1080/00913367.2015.1093438 Routledge fulltext |
| spellingShingle | Sharma, Piyush Roy, Rajat Looking Beyond First-Person Effects (FPE) in the Influence of Scarcity Appeals in Advertising: A Replication and Extension of Eisend (2008) |
| title | Looking Beyond First-Person Effects (FPE) in the Influence of Scarcity Appeals in Advertising: A Replication and Extension of Eisend (2008) |
| title_full | Looking Beyond First-Person Effects (FPE) in the Influence of Scarcity Appeals in Advertising: A Replication and Extension of Eisend (2008) |
| title_fullStr | Looking Beyond First-Person Effects (FPE) in the Influence of Scarcity Appeals in Advertising: A Replication and Extension of Eisend (2008) |
| title_full_unstemmed | Looking Beyond First-Person Effects (FPE) in the Influence of Scarcity Appeals in Advertising: A Replication and Extension of Eisend (2008) |
| title_short | Looking Beyond First-Person Effects (FPE) in the Influence of Scarcity Appeals in Advertising: A Replication and Extension of Eisend (2008) |
| title_sort | looking beyond first-person effects (fpe) in the influence of scarcity appeals in advertising: a replication and extension of eisend (2008) |
| url | http://hdl.handle.net/20.500.11937/8511 |