The downside of scarcity: Scarcity appeals can trigger consumer anger and brand switching intentions
The downside of scarcity: Scarcity appeals can trigger consumer anger and brand switching intentions
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DOI：
10.1002/mar.21489
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发表时间：
2021-04-05
影响因子：
6.7
通讯作者：
Ulqinaku, Aulona
中科院分区：
文献类型：
--
作者：
Biraglia, Alessandro;Usrey, Bryan;Ulqinaku, Aulona
品牌经常使用稀缺性诉求来促进销售。然而，有有限的研究调查消费者如何反应时，他们无法获得的项目，广告使用稀缺呼吁在数量有限。在两项研究中，实验和相关性，我们表明，消费者谁没有得到相关的产品稀缺呼吁（与不）有更高的意图切换到竞争对手的品牌。这种影响是由消费者的愤怒所介导的。我们提出了在稀缺性诉求和消费者情绪研究方面的理论贡献（即，愤怒），我们讨论了稀缺性诉求有时会适得其反，导致消费者在无法获得限量宣传的产品时转向其他竞争对手品牌的管理含义。
Brands often use scarcity appeals to promote sales. However, there is limited research investigating how consumers react when they are unable to obtain items that are advertised using scarcity appeals in terms of limited quantity. In two studies, experimental and correlational, we show that consumers who do not get the product associated to scarcity appeals (vs. not) have higher intentions to switch to competitor brands. This effect is mediated by consumer anger. We present theoretical contributions in research on scarcity appeals and consumer emotions (i.e., anger) and we discuss managerial implications of how scarcity appeals can sometimes backfire and lead to consumers switching to other competitor brands when they fail to obtain the product advertised as limited in quantity.