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

Research output: Contribution to journalMeeting AbstractResearchpeer-review


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
Publication statusPublished - 2016
Externally publishedYes


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