Scarcity appeal in advertising: Exploring the moderating roles of need for uniqueness and message framing

Rajat Roy*, Piyush Sharma

*Corresponding author for this work

Research output: Contribution to journalArticleResearchpeer-review

24 Citations (Scopus)
10 Downloads (Pure)

Abstract

In this article we examine differences in the impact of message framing and scarcity appeal types in advertisements on consumers with varying levels of need for uniqueness (NFU). Results from two experimental studies support a two-way NFU × scarcity interaction, wherein participants with lower levels of NFU show a greater impact of demand (versus supply) scarcity appeal on their attitudes and purchase intentions; whereas participants with higher levels of NFU show a greater impact of supply (versus demand) appeal. In addition, we found support for a three-way interaction, which shows that, under both gain and loss frames, participants with lower levels of NFU prefer demand over supply appeal; whereas under the loss frame, participants with higher levels of NFU prefer supply over demand appeal. We discuss the conceptual contribution and managerial implications of these findings.

Original languageEnglish
Pages (from-to)349-359
Number of pages11
JournalJournal of Advertising
Volume44
Issue number4
DOIs
Publication statusPublished - 2015
Externally publishedYes

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