Are Scarcity Messages Still Effective?
An Experimental Comparison with Brand Prominence and Some Moderating Effects

Michelle Childs; Byoungho Jin

Consumer Behavior

Are Scarcity Messages Still Effective? An Experimental Comparison with Brand Prominence and Some Moderating Effects

Authors: Michelle Childs (University of North Carolina) , Byoungho Jin (University of North Carolina)

Abstract

Scarcity messages such as “for a limited time only” or “while supplies last” have become popular practice in marketing (Byun & Sternquist, 2011). However, whether the effect of scarcity message still works or not is questionable because consumers may feel that if one store is scarce on merchandise, they can easily obtain the item elsewhere in today’s marketplace. Another common strategy is utilizing brand logo prominence with the assumption that the visible brand logo (i.e., high brand prominence) helps ensure that observers recognize the brand, which can increase purchase intentions (Han, Nunes, & Drèze, 2010).

Keywords: Culture, Scarcity, Brand Prominence, Brand Evaluation

How to Cite: Childs, M. & Jin, B. (2013) “Are Scarcity Messages Still Effective? An Experimental Comparison with Brand Prominence and Some Moderating Effects”, International Textile and Apparel Association Annual Conference Proceedings. 70(1).