BROWSE

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Oh, Sangdo
School of Business Administration
Research Interests
  • Information Processing
  • Implicit attitudes and persuasion
  • Goal, motivation and self regulation
  • Visual attention and inhibition

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THE EFFECTS OF SCARCITY APPEAL ON PRODUCT EVALUATION: CONSUMERS' COGNITIVE RESOURCES AND COMPANY REPUTATION

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Title
THE EFFECTS OF SCARCITY APPEAL ON PRODUCT EVALUATION: CONSUMERS' COGNITIVE RESOURCES AND COMPANY REPUTATION
Author
Lee, Seung YunOh, SangdoJung, Sunho
Issue Date
2014-06
Publisher
SOC PERSONALITY RES INC
Citation
SOCIAL BEHAVIOR AND PERSONALITY, v.42, no.5, pp.743 - 756
Abstract
We proposed that when consumers considered that scarcity claims signal a product is valuable, such claims would have a positive effect on product evaluation. However, when consumers interpreted scarcity claims as a sales tactic, the positive effect of scarcity claims on product evaluation would be diluted. Our participants were 100 undergraduate students at a large university in Canada. We found that when consumers had sufficient cognitive resources available to draw inferences about persuasion motives underlying marketers' behavior, they were more likely to perceive scarcity as a sales tactic. Further, our results showed that company reputation could influence consumers' inference of scarcity as a sales tactic, and, hence, moderate the effect of scarcity on product evaluation.
URI
https://scholarworks.unist.ac.kr/handle/201301/7103
URL
https://www.ingentaconnect.com/content/sbp/sbp/2014/00000042/00000005/art00004%3bjsessionid=9gb0cgrq8r156.x-ic-live-02
DOI
10.2224/sbp.2014.42.5.743
ISSN
0301-2212
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SBA_Journal Papers
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