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Marketers often apply the strategy of scarcity promotion to attract consumer attention to the company’s product. However, this strategy often increases consumer’s destructive, aggressive behaviors. A quantitative approach using the experimental method was thus conducted in this study to reveal the effect of advertisement exposure with scarcity promotion strategy on aggressive consumer response towards the product that the company offered. The results show that advertisements with a scarcity strategy expose one’s perception that other consumers are perceived as threats. This perception arises since the probability of getting the product they want will be decreased when others are running after the same product. Theoretically, this condition will elevate the tendency of aggressive consumer behavior when attaining the product. Three studies with multiple behavioral measurements conducted on STIE YKPN students show destructive responses to the scarcity promotion applied by the company

This study aims to determine the effect of capital structure, earnings growth, and audit committee on earnings quality in consumer goods industrial companies listed on the Indonesian stock exchange in 2017-2020. The population used in this study is the consumer goods industrial companies listed on the BEI as many as 52 companies. The sampling technique in this study used a purposive sampling technique which obtained 26 consumer goods industrial companies listed on the IDX in 2017-2020. The analytical method used is panel data regression with the help of STATA statistics. The results of the analysis show that capital structure and profit growth have a significant positive effect on earnings quality in consumer goods industrial companies listed on the IDX in 2017-2020. However, the audit committee has no significant negative effect on earnings quality in consumer goods industrial companies listed on the IDX in 2017-2020.