The Effect of Scarcity on the Purchase Intentions of Prevention and Promotion Motivated Consumers

This study investigates the influence of consumers’ motivational orientations (“prevention” vs. “promotion”) on their susceptibility to demand‐based versus supply‐based scarcity, measured by purchase intention scores. Prevention‐focused participants were more inclined to adopt a product when it was perceived to be demand‐scarce rather than supply‐scarce, while those who were identified as promotion‐focused responded positively to scarcity attributed to supply shortfall. In addition, products that could be associated with a prevention motive enhanced purchase intentions when presented as demand‐scarce but not if perceived to be supply‐scarce; conversely, products associated with the promotion motive scored better if the scarcity was seen to be supply‐generated rather than demand‐generated. Lastly, messages focused on prevention were more effective than those focused on promotion in the case of perceived demand scarcity, whereas the converse holds true for supply scarcity. These findings highlight the importance of understanding the motivational differences underlying the effectiveness of scarcity appeals. They furthermore suggest the strategic implication that improved intention to purchase occurs when the regulatory focus evoked by a scarcity‐related message is compatible with the appeal it communicates.     

Cross‐national differences in proneness to scarcity effects: The moderating roles of familiarity,uncertainty avoidance,and need for cognitive closure

The scarcity effect is a powerful social‐influence principle used by marketers to increase the subjective desirability of products. This study explores cross‐national differences in proneness to the scarcity effect and attempts to explain observed differences in terms of boundary conditions. Results of a shopping simulation experiment show a positive effect of scarcity on purchase intent and a greater proneness to such among participants from a lower‐ (U.S.) versus higher‐ (France) context culture. Moreover, the scarcity effect is moderated by product familiarity, uncertainty avoidance, and need for cognitive closure. Differential familiarity levels may help explain the observed cross‐national differences. Managerial implications concern the conditions under which marketing appeals based on scarcity should be more (versus less) persuasive. © 2004 Wiley Periodicals, Inc.     

The Effect of Consumer Persuasion Knowledge on Scarcity Appeal Persuasiveness

Past research identifies demand-related scarcity appeals and supply-related scarcity appeals as effective persuasive influences on consumer behavior. The present research uses a persuasion knowledge approach to examine the persuasiveness of demand- versus supply-related scarcity appeals in advertising messages. Study 1 shows that supply-related scarcity appeal ad messages are less likely to activate persuasion knowledge than demand-related scarcity appeal messages. Study 2 demonstrates that message specificity moderates this effect. In line with an elaboration likelihood model perspective, results show that stating the appeal in specific (versus vague) terms decreases the persuasiveness of supply-related scarcity appeal ad messages.     

房产税影响居民住房消费选择吗?——基于美国调查数据的实证研究

通过建立Heckman模型,采用2002年、2004年和2007年美国都市住房调查数据进行实证分析,考察房产税对美国家庭住宅消费选择的影响。结果表明:在住宅权属选择方面,房产税具有负的影响效应;社会经济地位较高的家庭,更倾向于拥有住宅;随着单位面积上房产税税额的提高,具有较低社会经济地位的家庭,其住宅权属需求受到房产税的冲击更小。在住宅消费需求方面,房产税的影响效应显著为负,且对美国不同类型的家庭住宅消费需求的影响效应存在显著的收入水平差异:社会经济地位较高的家庭有更高的住宅消费偏好,随着单位面积上房产税税额的提高,其住宅消费需求受到的影响相对较小。     

The effect of physical possession on preference for product warranty

Peck and Shu (2009) found that touching a product causes greater endowment effect. We seek to replicate and extend this finding to the case that whether touching a product consumers have just bought may increase the willingness to pay (WTP) for warranty. Loss aversion, the tendency to prefer avoiding losses over obtaining equivalent monetary gains, often explains product warranty purchases. This tendency will be stronger when the buyers consider the product as part of their endowment. Touching the product promotes stronger ownership perception and thus shifts consumer's reference point. The new reference point causes consumers to anticipate greater pain from the loss of the product and thus leads to higher WTP for product warranty protection. We find support for this hypothesis in two field studies with a total of 104 participants.     

Scarcity Appeals in Advertising: The Moderating Role of Expectation of Scarcity

Advertisers often use scarcity appeals to influence consumers, with announcements such as “hurry, limited quantities,” and “limit: two per customer.” Based on a persuasion knowledge framework, we show in three studies that the effect of scarcity appeals on product evaluation is moderated by consumers' expectation of scarcity, such that scarcity appeals have a positive effect when expectation of scarcity is high but not when it is low. We also show that this interaction effect holds for expectation of scarcity due to demand as well as supply, and that cognitive load constitutes a boundary condition for this effect. These findings contribute to the literature by identifying expectation of scarcity as a moderator, persuasion knowledge as a mechanism, and cognitive load as a boundary condition for the effect of scarcity appeals on product evaluation. From a managerial perspective, this research indicates that scarcity appeals are more effective when consumers have high compared to low expectations of scarcity; that activation of persuasion knowledge can eliminate the positive effect of scarcity appeals; and that cognitive load can reinstate the positive effect of scarcity appeals on product evaluation.     

Is a $200 Nordstrom Gift Card Worth More or Less Than a $200 Gap Gift Card? The Asymmetric Valuations of Luxury Gift Cards

Gift cards account for a $200 billion market in the US, yet little is known about consumers’ preferences and valuations of different gift cards. We examine how average US consumers feel about exchanging luxury brand gift cards (LGCs) versus non-luxury brand gift cards (NLGCs). Using secondary data analyses, surveys, and experiments, we demonstrate two asymmetries: between valuations of LGCs versus NLGCs and between valuations of gift cards by givers versus recipients. We show that LGCs are valued less than NLGCs with identical price tags. LGCs are more likely to be swapped or sold. Resellers demand and buyers pay lower prices for LGCs. These effects are mediated by the perceived utility of the gift cards as gifts and moderated by a person’s role in the gifting process. Gift givers value and prefer to give LGCs more, whereas recipients prefer and value NLGCs more.     

Power moderates the impact of desire for exclusivity on luxury experiential consumption

This research examines the effect of desire for exclusivity on evaluations of luxury experiences and proposes a boundary condition for the effect. The scarcity effect literature suggests that consumers prefer scarce products due to limited supply because they appeal to consumers’ desire for exclusive consumption. Building on this thesis, the current research argues that luxury experiences are intrinsically scarce enough to appeal to consumers’ desire for exclusivity: Consumers with a strong desire for exclusivity will evaluate luxury experiences more favorably than those with a weak desire for exclusivity. A pilot study confirms a positive correlation between consumers’ desire for exclusivity and attitudes toward luxury experiences. Study 1 demonstrates that consumers with a strong desire for exclusivity show more favorable attitudes toward luxury experiences than those with a weak desire for exclusivity. Further, Study 2 finds that consumers’ power state (powerful vs. powerless) moderates the effect of desire for exclusivity on their affinity for luxury experiences: Only when feeling powerful do consumers with a strong desire for exclusivity evaluate luxury experience more favorably than those with a weak desire for exclusivity. However, this is not the case when consumers feel powerless.     

When does green advertising work? The moderating role of product type

Using environmental appeals to promote products is a popular marketing technique. However, little is known about how the effectiveness of green appeals varies across different product categories. The purpose of this study is to examine whether and to what extent green appeals in advertising are effective and how that effectiveness differs between products with more versus less environmental impact. Using the theoretical frameworks of ad-product fit hypothesis, our two product types (more harmful vs. less harmful) × two appeal types (green appeal vs. non-green appeal) experiment shows that ads with a green appeal are more effective for more-harmful products, whereas for less-harmful products, there is no significant difference between a green and a non-green appeal. Furthermore, cognitive response was found to mediate the interaction effect of green appeal and product type on ad persuasiveness. Theoretical and practical implications of the findings are discussed.     

考虑存在平行进口的跨国供应链价格竞争研究

跨境电商以及配套物流网络的快速发展致使平行进口对部分行业产生了巨大影响。通过建立三种市场权力模式下跨国制造商与本地制造商的博弈模型,本文对比分析有无灰色市场的不同模式供应链参与者的定价及利润,探析平行进口对低支付意愿市场的跨国制造商与本地制造商之间寡头竞争的影响。研究发现:市场支付意愿比值低于某一阈值时不会出现平行进口,市场权力模式和灰色市场的存在能影响跨国供应链参与者的收益多寡及定价策略;灰色市场有益于本地制造商和平行进口商,市场处于单一制造商主导模式有助于减少跨国制造商损失、增加本地制造商收益及缩减平行进口商的利润,在制造商共同主导模式下存在一个市场支付意愿比值区间,致使跨国制造商收益增加;平行进口促进还是抑制寡头供应链的价格竞争,取决于市场权力的结构形式。     

Do High‐Skill Immigrants trigger High‐Quality Trade?

This paper investigates the links between product quality and the pro‐trade effect of ethnic networks using a large panel on bilateral stocks of immigrants with information for 19 OECD destination countries and 177 origin countries. In line with the approach of Rauch and Trindade, we classify traded goods according to their quality level and separately estimate pro‐trade elasticity of ethnic networks for each subgroup. We allow for heterogeneity of immigrants according to both the level of per capita income of their country of origin and their education level. Our findings suggest that the trend of the pro‐trade effect of immigrants over quality seems to be driven by the North–South specialisation across varieties for both supply and demand. Indeed, ethnic networks mostly facilitate imports of those varieties for which their countries of origin have a comparative advantage; as for exports, ethnic networks are more effective in promoting exports to their homeland of those varieties for which there is relatively higher demand. We show that the same trend applies to products characterised by the same degree of differentiation according to the classification proposed by Rauch and – given their lower liquidity constraints and advantages in human capital – we find a greater impact of high‐skilled migrants consistent across all quality levels.     

Will California come to Europe? A Numerical Simulation

We discuss under what conditions California’s electricity crisis may happen in Western European countries, taking The Netherlands as an example. We use a simulation model containing the electricity generation and distribution sector. We simulate exogenous events, such as a sudden shift in demand levels, a sharp rise in world fuel prices and a cutback in foreign supply. We use the model to investigate whether supply remains secured under different regulatory regimes. Our results suggest a trade-off between controlled prices and security of supply. Europe’s electricity supply security is vulnerable if prices are not allowed to reflect scarcity. If prices are unrestricted however, they will reach oligopoly levels.     

Turning water into wine? Exploring the role of dynamic capabilities in early-stage capitalization processes

Technology-based ventures face considerable challenges when attempting to raise early-stage capital during the early-stages of development. To create an operational business they need access to financial capital, but external investors prefer to see an operational business before investing capital. This study extends arguments grounded in dynamic managerial capabilities theory to examine the extent to which various trade-offs among the quality of a venture's management team, radicalness of the firm's technological resources, and demand uncertainty in focal markets impact the ability of ventures to resolve these capitalization challenges. We find that higher levels of demand uncertainty and more radical innovations do not appear to enhance the impact of strong management teams on the raising of early-stage capital. However, lower levels of uncertainty do appear to strengthen the effects of strong management teams. Implications of these findings for dynamic capabilities theory and early-stage capitalization processes are discussed.     

Cosmetics makers have always sold ‘hope in a jar’! Understanding the cosmetics purchase intention in the Chinese mobile commerce environment

Using the S-O-R model, we investigate the impact of situational factors (interpersonal influence, visual appeal, and portability) on hedonic and utilitarian web browsing and expand the theory by exploring the moderating roles of scarcity and serendipity. Data were collected from 988 participants via an online survey. Structural equation modeling was performed using AMOS 23. The results show that the situational factors positively influence hedonic and utilitarian web browsing. Scarcity and serendipity have a significant moderating role in the relationship between hedonic web browsing, utilitarian web browsing, and cosmetics m-commerce purchase intention. This study hopes to provide a deeper understanding of consumer behavior and attitudes in the cosmetics market in the m-commerce context.     

How Package Sizes,Fill Amounts,and Unit Costs Influence Product Usage Amounts

ABSTRACT

This study examines the effect of package sizes, unit costs, and fill amounts on product usage amounts with 343 Thai undergraduates. Participants read scenarios and scooped/poured the products into containers. The results show that the effects of package sizes, unit costs, and fill amounts on usage vary by product types. H1 (consumers use a greater product amount when the package size is larger versus smaller) receives clear support in the case of cooking oil and partial support in the case of detergent, floor cleaner, and fish food. H2 (consumers use a greater product amount when the product unit cost is lower versus higher) receives full support in the case of detergent, no support in the case of cooking oil, and partial support in the case of floor cleaner and fish food. H3 (consumers use a greater product amount when the fill is visibly greater versus lesser) does not receive support.     

资源稀缺、技术冲击与风险投资退出时机

通过建立风险投资退出时机选择模型,运用2004~2011年中国风险投资退出的季度数据考察了技术冲击和市场利率等因素变化对风险投资退出时机的影响。研究发现：（1）资源稀缺的程度与风险投资退出时机的选择有着非常紧密的联系;（2）市场利率的变化对风险投资的退出行为的影响具有不对称性：市场利率下降可能会导致风险投资加速退出质量较差的风险企业,同时却更长时间地持有质量较好的风险企业;（3）技术进步会增加风险企业的数量,提高风险投资市场上风险企业的平均质量,加速风险投资退出。     

Who benefits most? The effects of managerial assistance on high- versus low-performing small businesses

This study investigates the relationship between outside managerial assistance and small business performance using a conditional quantile regression approach. The model was tested using a sample of 902 ventures that received managerial or technical assistance from the U.S. Small Business Administration's Entrepreneurial Development Resource Partners. Results show that outside assistance for primary business functions, such as marketing strategy, promotional strategy, financial management and general management, is more effective for firms with lower levels of financial performance. Outside assistance for secondary business functions, such as human resources and obtaining capital, is likely to have a greater impact on firms in the middle- to upper-quantile levels. Based on the results, we propose that managerial outside assistance providers should employ different approaches for firms with lower versus higher levels of financial performance.     

How Seller and Product Characteristics Impact Promotion on eBay

This study draws on signaling theory to test whether seller and product characteristics impact the use of display-type versus informational-type promotion on eBay. The authors predict that display-type promotion is used by less-experienced sellers who cannot promote on the basis of their own seller ratings. The authors predict that experienced sellers, on the other hand, prefer informational promotion since their high ratings make seller-provided statements more credible. In addition to seller characteristics, the authors predict that product characteristics, such as price and product condition, also impact promotion. It is expected that higher prices drive greater investments in display-type promotions overall, even if such promotion is less effective. Finally, it is hypothesized that the better the condition of the product, the greater the use of informational promotion since this kind of disclosure is especially influential. The hypotheses were tested using a large data set of auction data from eBay and received excellent support. Implications and directions for future research are discussed.     

The value of an educated population for an individual's entrepreneurship success

Human capital obtained through education has been shown to be one of the strongest drivers of entrepreneurship performance. The entrepreneur's human capital, though, is only one of the input factors into the production process of her venture. In this paper we will analyze to what extent the education levels of other (potential) stakeholders affect the entrepreneur's performance. The education level of consumers may shape the demand function for an entrepreneur's output, whereas the education level of employees may affect the entrepreneur's productivity and thereby shape her supply function. Based on this, we hypothesize that the performance of an entrepreneur is not only affected positively by her own education level but also by the education level of the population. We find empirical support for this hypothesis using an eight year (1994–2001) panel of labor market participants in the EU-15 countries. An implication of our finding is that entrepreneurship and higher education policies should be considered in tandem with each other.     

Digital coupon promotion and platform selection in the presence of delivery effort

In recent years, physical retailers have started selling products to consumers through either third-party or self-operated online platforms. Doing so, they face demand which depends on digital coupon promotions, delivery effort by the platform (i.e., deliver products from retailers to consumers), and channel preference. In this paper, we develop a game-theoretic model to examine the interactions between the physical retailer's distribution channel choices and coupon promotions. In normal operation, retailers prefer to pay lower fees to the third-party platform, but we find, counterintuitively, that when carrying on a digital coupon promotion, the retailer can be better off paying a higher participation fee to the third-party platform. We also identify the conditions under which the retailer prefers the third-party platform over the self-operated platform with and without coupon promotions. Furthermore, we show that digital coupon promotions and delivery effort boost the retailer's profits by price discriminating among consumers with differing purchase utilities.