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dc.citation.endPage 756 -
dc.citation.number 5 -
dc.citation.startPage 743 -
dc.citation.title SOCIAL BEHAVIOR AND PERSONALITY -
dc.citation.volume 42 -
dc.contributor.author Lee, Seung Yun -
dc.contributor.author Oh, Sangdo -
dc.contributor.author Jung, Sunho -
dc.date.accessioned 2023-12-22T02:38:09Z -
dc.date.available 2023-12-22T02:38:09Z -
dc.date.created 2014-10-10 -
dc.date.issued 2014-06 -
dc.description.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. -
dc.identifier.bibliographicCitation SOCIAL BEHAVIOR AND PERSONALITY, v.42, no.5, pp.743 - 756 -
dc.identifier.doi 10.2224/sbp.2014.42.5.743 -
dc.identifier.issn 0301-2212 -
dc.identifier.scopusid 2-s2.0-84928107736 -
dc.identifier.uri https://scholarworks.unist.ac.kr/handle/201301/7103 -
dc.identifier.url https://www.ingentaconnect.com/content/sbp/sbp/2014/00000042/00000005/art00004%3bjsessionid=9gb0cgrq8r156.x-ic-live-02 -
dc.identifier.wosid 000340108000004 -
dc.language 영어 -
dc.publisher SOC PERSONALITY RES INC -
dc.title THE EFFECTS OF SCARCITY APPEAL ON PRODUCT EVALUATION: CONSUMERS' COGNITIVE RESOURCES AND COMPANY REPUTATION -
dc.type Article -
dc.description.isOpenAccess FALSE -
dc.relation.journalWebOfScienceCategory Psychology, Social -
dc.relation.journalResearchArea Psychology -
dc.description.journalRegisteredClass ssci -
dc.description.journalRegisteredClass scopus -

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