Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Advertising with scarcity messages and attitudes for luxury skin-care products

Advertising with scarcity messages and attitudes for luxury skin-care products A number of types of scarcity messages are often used in Internet advertisements, but all these types have not been directly compared to each other.Design/methodology/approachCollege students (n = 789) were surveyed about five advertising choices for luxury skin-care products consisting of scarcity messages of high-demand, low-stock, limited-time, countdown timer and regular advertising without any scarcity message. Outcomes were product classification attitudes of functional and symbolic and psychological attitudes of persuasion knowledge and advertising skepticism.FindingsThe study found that high-demand message had greater functional attitudes and greater symbolic attitudes than regular advertising. Limited-time message had greater symbolic attitudes than regular advertising. High-demand message had lower advertising skepticism attitudes than regular advertising.Practical implicationsThe authors recommend that when a luxury skin-care product is in high demand, that marketers should use high-demand messages in their advertising. Marketers of luxury skin-care products may also benefit from using limited-time message advertisements.Originality/valueThis is the first study to directly compare the scarcity message advertising types of high-demand, low-stock, limited-time, countdown timer with regular advertising without any scarcity message. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

Advertising with scarcity messages and attitudes for luxury skin-care products

Download PDF
14 pages

Loading next page...
 
/lp/emerald-publishing/advertising-with-scarcity-messages-and-attitudes-for-luxury-skin-care-1tq3cA2fwQ
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1355-5855
DOI
10.1108/apjml-01-2021-0073
Publisher site
See Article on Publisher Site

Abstract

A number of types of scarcity messages are often used in Internet advertisements, but all these types have not been directly compared to each other.Design/methodology/approachCollege students (n = 789) were surveyed about five advertising choices for luxury skin-care products consisting of scarcity messages of high-demand, low-stock, limited-time, countdown timer and regular advertising without any scarcity message. Outcomes were product classification attitudes of functional and symbolic and psychological attitudes of persuasion knowledge and advertising skepticism.FindingsThe study found that high-demand message had greater functional attitudes and greater symbolic attitudes than regular advertising. Limited-time message had greater symbolic attitudes than regular advertising. High-demand message had lower advertising skepticism attitudes than regular advertising.Practical implicationsThe authors recommend that when a luxury skin-care product is in high demand, that marketers should use high-demand messages in their advertising. Marketers of luxury skin-care products may also benefit from using limited-time message advertisements.Originality/valueThis is the first study to directly compare the scarcity message advertising types of high-demand, low-stock, limited-time, countdown timer with regular advertising without any scarcity message.

Journal

Asia Pacific Journal of Marketing and Logistics – Emerald Publishing

Published: Nov 22, 2022

Keywords: Scarcity; High-demand; Limited-time; Countdown timer; Low-stock; Attitudes; Advertising skepticism

References

  • Scarcity messages: a consumer competition perspective
    Aggarwal, P.; Jun, S.Y.; Jong, H.H.
  • Consumer self-confidence: refinements in conceptualization and measurement
    Beardon, W.O.; Hardesty, D.M.; Rose, R.L.
  • A self-regulatory model of consumer scarcity
    Cannon, C.; Goldsmith, K.; Roux, C.
  • Consumer scepticism: a systematic review of literature
    Chaudhary, V.; Sharma, D.; Kalro, A.D.
  • Clarifying the impact of product scarcity and perceived uniqueness in buyers' purchase behavior of games of limited-amount version
    Chen, H.-J.; Sun, T.-H.
  • Advertisement skepticism of females: study on facial skin care product advertisements of undergraduates in Sabaragamuwa University of Sri Lanka
    Dias, K.C.; Thiranagama, A.W.
  • Explaining the impact of scarcity appeals in advertising: the mediating role of perceptions of susceptibility
    Eisend, M.
  • The persuasion knowledge model: how people cope with persuasion attempts
    Friedstad, M.; Wright, P.
  • Are scarce products always more attractive? The interaction of different types of scarcity signals with products' suitability for conspicuous consumption
    Gierl, H.; Huettl, V.
  • Exploring how consumers cope with online behavioral advertising
    Ham, C.-D.
  • Scarcity message effects on consumption behavior: limited edition product considerations
    Jang, W.E.; Ko, Y.J.; Morris, J.D.; Chang, Y.
  • Effectiveness of monetary discounts: comparing quantity scarcity and time restriction
    Jha, S.; Dutta, S.; Koksal, A.
  • 8 stats about urgency and scarcity that’ll surprise you
    Johnson, C.
  • Consumer's response to time restrictions: role of construal level
    Kim, H.; Chung, J.Y.; Lee, M.
  • Vigilant against manipulation: the effect of regulatory focus on the use of persuasion knowledge
    Kirmani, A.; Zhu, R.J.
  • Decision-contextual and individual influences on scarcity effects
    Ku, H.-H.; Kuo, C.-C.; Yang, Y.-T.; Chung, T.-S.
  • The effect of scarcity on the purchase intentions of prevention and promotion motivated consumers
    Ku, H.-H.; Kuo, C.-C.; Kuo, T.-W.
  • Perceived control and scarcity appeals
    Lee, S.M.; Ryu, G.; Chun, S.
  • Scarcity effects on value: a quantitative review of the commodity theory literature
    Lynn, M.
  • Dark patterns at scale: findings from a crawl of 11k shopping websites
    Mathur, A.; Acar, G.; Friedman, M.J.; Lucherini, E.; Mayer, J.; Chetty, M.; Narayanan, A.
  • Product placement disclosures: exploring the moderating effect of placement frequency on brand responses via persuasion knowledge
    Matthes, J.; Naderer, B.
  • The scarcity bias
    Mittone, L.; Savadori, L.
  • An examination of advertising credibility and skepticism in five different media using the persuasion knowledge model
    Moore, J.; Rodgers, S.
  • Scarcity appeals in advertising: the moderating role of expectation of scarcity
    Mukherjee, A.; Lee, S.Y.
  • Development of a scale to measure consumer skepticism toward advertising
    Obermiller, C.; Spangenberg, E.R.
  • The impact of disclosing inventory-scarcity messages on sales in online retailing
    Park, S.; Rabinovich, E.; Tang, C.S.; Yin, R.
  • The use of product scarcity in marketing
    Shi, X.; Li, F.; Chumnumpan, P.
  • An examination of response of consumers with different levels of uniqueness to limited quantity offers
    Soni, M.J.; Koshy, A.
  • Effects of product scarcity: the mediating role of consumer need for uniqueness and conformity
    Wu, P.C.S.; Lo, W.-K.