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.