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

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