The differential effectiveness of scarcity message type on impulse buying: A cross-cultural study

Abstract

This study tries to empirically compare the effects of scarcity message type on impulse buying in online advertising between Korean and Chinese consumers. In addition, it attempts to highlight the moderating roles of message framing and need for cognitive closure (NCC). This study found Chinese consumers' impulse buying (compared to Korean consumers') is more likely to be impacted by limited-time messages than limited-quantity messages. It also found a significant three-way interaction effect of scarcity messages, message framing and country on impulse buying. However, the three-way interaction effect of scarcity messages, NCC and country is not significant with regard to impulse buying. It would be useful to investigate in detail how various marketing factors support impulse buying and which ones exert the strongest influence within different degrees of context and collective cultures.

Understanding promotion framing effect on purchase intention of elderly mobile app consumers

“…Li et al (2007) investigate the regulation effect of product consumption level on the promotion effect. From a cross-cultural perspective, Lee et al (2015) study the effects of different consumer cultural backgrounds on the promotion effect. While many researchers have studied the moderators that affect the promotion framing effect, further research is needed to investigate the boundary conditions of the promotion framing effect, especially for distinct consumer groups like the elderly mobile app users.…”

“…Second, consumers' own factors will also lead to a difference in their perception of promotion. Although there are many literatures that have studied the impact of consumer's own factors on the promotion framing effect (Kramer and Kim, 2007;Lee et al, 2015), there are few studies on the promotion framing effect combined with the promotion time. Thus, this study will examine the role of both reinforcement stimulus of promotion time and consumer regulatory focus in mediating the relationship between promotion framing effect and elderly mobile app users' purchase intention.…”

The impact of advertising appeals on impulse buying

“…Lee et al, 2015), there is little structured work on connecting specific types of ad appeals on IB. While Lee et al (2015) find that scarcity appeals lead to IB, they did not explain the psychological mechanism through which this effect occurs. They also do not consider type of product or other appeals like humor.…”

“…With a few exceptions (e.g. Lee et al. , 2015), there is little structured work on connecting specific types of ad appeals on IB.…”

Do not run out of toilet paper! The risk communication on perceived risk on consumer behavior during the crisis COVID-19

“…Studies detail that a negative message is more important in activating all consumer behaviors than a positive message (Amatulli et al, 2019;Baxter and Gram-Hanssen, 2016;Anghelcev and Sar, 2014). Even within the psychological process, the internal activation of a risky message impacts consumer behavior, which the bandwagon effect can explain (van der Meer et al, 2015;Roy and Sharma, 2015;Borah and Xiao, 2018), and perceptions of scarcity (Fatmawati, 2019;Roy and Sharma, 2015;Lee et al, 2015). It is because of this background that we hypothesize the following: H2: Risk framing, during the COVID-19 pandemic, activates internal informationseeking, significantly affecting cognitive load in the risk assessment stage based on perceptions of scarcity and the bandwagon effect.…”