The Effects of Envy on Scarcity Appeals in Advertising: Moderating Role of Product Involvement

Research output: Contribution to journalMeeting AbstractResearchpeer-review

Abstract

Results from two laboratory experiments show that when subjects experience benign (malicious) envy they exhibit higher value
perception and purchase intention for the product showcased in a demand (supply) appeal over the supply (demand) appeal. This
effect held under conditions of high product involvement but disappeared under low involvement.
Original languageEnglish
JournalAdvances in Consumer Research
Volume44
Publication statusPublished - 2016
Externally publishedYes

Fingerprint

Envy
Product involvement
Scarcity
Laboratory experiments
Purchase intention

Cite this

@article{b6166048a183400597d7342c0e803db3,
title = "The Effects of Envy on Scarcity Appeals in Advertising: Moderating Role of Product Involvement",
abstract = "Results from two laboratory experiments show that when subjects experience benign (malicious) envy they exhibit higher valueperception and purchase intention for the product showcased in a demand (supply) appeal over the supply (demand) appeal. Thiseffect held under conditions of high product involvement but disappeared under low involvement.",
author = "Rajat Roy",
year = "2016",
language = "English",
volume = "44",
journal = "Advances in Consumer Research",
issn = "0098-9258",
publisher = "Sheridan Books",

}

The Effects of Envy on Scarcity Appeals in Advertising : Moderating Role of Product Involvement. / Roy, Rajat.

In: Advances in Consumer Research, Vol. 44, 2016.

Research output: Contribution to journalMeeting AbstractResearchpeer-review

TY - JOUR

T1 - The Effects of Envy on Scarcity Appeals in Advertising

T2 - Moderating Role of Product Involvement

AU - Roy, Rajat

PY - 2016

Y1 - 2016

N2 - Results from two laboratory experiments show that when subjects experience benign (malicious) envy they exhibit higher valueperception and purchase intention for the product showcased in a demand (supply) appeal over the supply (demand) appeal. Thiseffect held under conditions of high product involvement but disappeared under low involvement.

AB - Results from two laboratory experiments show that when subjects experience benign (malicious) envy they exhibit higher valueperception and purchase intention for the product showcased in a demand (supply) appeal over the supply (demand) appeal. Thiseffect held under conditions of high product involvement but disappeared under low involvement.

M3 - Meeting Abstract

VL - 44

JO - Advances in Consumer Research

JF - Advances in Consumer Research

SN - 0098-9258

ER -