Title

Market Scarcity and Persuasion: An Information Congruity Perspective

Document Type

Presentation

Publication/Presentation Date

2010

Academic Year

2010-2011

Abstract/Description

Description: "Scarcity appeals such as time restrictions are prevalent in retail advertisements, but a strong scarcity cue is not a guaranteed sell. Positive inference from a scarcity cue can be discredited by negative impression from product information. Scarcity will promote a product only if the product is indeed of high quality."

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