Title

Looking beyond first-person effects (FPEs) in the influence of scarcity appeals in advertising: A replication and extension of Eisend (2008)

Date of this Version

2016

Document Type

Journal Article

Publication Details

Citation only

Sharma, P., & Roy, R. (2015). Looking beyond first-person effects (FPEs) in the influence of scarcity appeals in advertising: A replication and extension of Eisend (2008). Journal of Advertising, 45(1), 78-84.

Access the journal

Copyright © 2016, American Academy of Advertising

ISSN

0091-3367 print, 1557-7805 online

Abstract

In this article, we replicate and extend Eisend's (2008) pioneering work on first-person effects (FPEs) in the context of scarcity appeals in advertising, using “influence of presumed influence,” a broader and less restrictive theoretical perspective compared to FPEs, to develop a revised conceptual model. Specifically, we hypothesize that it is the perceived influence on self and others, rather than the difference between them as hypothesized by Eisend (2008), that mediates the impact of value perception on purchase intention. Using a student sample similar to Eisend (2008), albeit with a different product category and advertising stimulus, we found value perception has a direct positive effect on the perceived influence on others that affects the perceived influence on self, which in turn influences purchase intention. Besides offering an alternative model for future researchers to explore the role of scarcity appeals in advertising, our findings may also help advertisers focus on the perceived influence on others and use it to influence consumers’ own value perceptions and purchase intentions.

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This document has been peer reviewed.