Merchandising/Marketing/Retailing: Branding
Authors: Jae Youn Chang (Auburn University) , Wi-Suk Kwon (Auburn University)
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).