Market Scarcity and Persuasion: An Information Congruity Perspective
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."
Shen, Feng. "Market Scarcity and Persuasion: An Information Congruity Perspective." Advances in Consumer Research. Jacksonville, Florida. 2010. Conference Presentation.