Title

Scarcity appeal in advertising: Exploring the moderating roles of need for uniqueness and message framing

Date of this Version

2015

Document Type

Journal Article

Publication Details

Citation only

Roy, R., & Sharma, P. (2015). Scarcity appeal in advertising: Exploring the moderating roles of need for uniqueness and message framing. Journal of Advertising, 44(4), 349-359.

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Copyright © 2015, American Academy of Advertising

ISSN

0091-3367 print, 1557-7805 online

Abstract

In this article we examine differences in the impact of message framing and scarcity appeal types in advertisements on consumers with varying levels of need for uniqueness (NFU). Results from two experimental studies support a two-way NFU £ scarcity interaction, wherein participants with lower levels of NFU show a greater impact of demand (versus supply) scarcity appeal on their attitudes and purchase intentions; whereas participants with higher levels of NFU show a greater impact of supply (versus demand) appeal. In addition, we found support for a three-way interaction, which shows that, under both gain and loss frames, participants with lower levels of NFU prefer demand over supply appeal; whereas under the loss frame, participants with higher levels of NFU prefer supply over demand appeal. We discuss the conceptual contribution and managerial implications of these findings.

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This document has been peer reviewed.