The downside of scarcity: Scarcity appeals can trigger consumer anger and brand switching intentions

Biraglia, Alessandro; Usrey, Bryan; Ulqinaku, Aulona

doi:10.1002/mar.21489

Cited by 44 publications

(31 citation statements)

References 52 publications

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“…Examining the impact of failure stability, the results show that anger does not influence supplier change, irrespective of the repetitiveness of the failure, which agrees with existing works (e.g. Biraglia et al, 2021). According to Bougie et al (2003), anger is associated with saying something nasty or complaining as an action and the desire to punish and avenge oneself as an emotional motivation, which explains the impact of anger on the complaint and negative word-of-mouth behaviours.…”

Section: Discussion Of Findingssupporting

confidence: 85%

“…Bougie et al (2003) show that angry customers are motivated to say something nasty and to complain more. In addition, angry customers often want to harm the business in question by damaging its image and not coming back for its services (Funches, 2011;Biraglia et al, 2021). Hence, we propose the following hypothesis:…”

Section: Anger and Behavioural Responsesmentioning

confidence: 99%

“…It is linked to aggression and hostile behaviour (Averill, 1983;Funches, 2011). Previous research on the effect of anger on clients' behavioural intentions shows that when anger increases, customers are more likely to complain and engage in a negative behavioural approach and less likely to buy back the product or service (Folkes et al, 1987;Biraglia et al, 2021). Other studies show that anger is a significant predictor of intentions to complain and intentions to engage in negative word-of-mouth (Diaz and Rufz, 2002;Maute and Dub e, 1999).…”

Section: Anger and Behavioural Responsesmentioning

confidence: 99%

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Consumer responses to the failure of self-service banking technology: moderating role of failure stability

Ammari¹,

Hsouna²,

Benabdallah³

et al. 2021

IJBM

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PurposeThe purpose of this study is to investigate the impact of dissatisfaction and anger, driven by the failure of the self-service technology of banks, on customers' post-purchase behavioural reactions, such as complaints, negative word-of-mouth (NWOM) and supplier change. The stability of the failure is proposed to moderate these relationships.Design/methodology/approachThe proposed research model was tested through data collected from an online survey of a Tunisian sample of 300 respondents, using the scenario method.FindingsThe study validates the positive impact of dissatisfaction on anger and negative word-of-mouth, as well as that of anger on complaint behaviour and negative word-of-mouth. The relation between dissatisfaction and negative word-of-mouth is mediated by anger. When the failure is stable, dissatisfied users of the self-service technology seek to enhance their negative word-of-mouth and supplier change. The results also show that the stability of the failure enhances the effect of anger on complaint behaviour.Practical implicationsBanks should invest efforts to accelerate the recovery of services to reduce consumer dissatisfaction and anger and prevent adverse behavioural outcomes. Further, they need to ensure that failures are not repeated, as failure stability activates some otherwise non-significant behavioural outcomes, like supplier change.Originality/valuePrevious works have focused on the impact of dissatisfaction and negative emotions for interpersonal services, but very few works have come to associate dissatisfaction, anger, complaint, negative word-of-mouth and supplier change in an integrative framework for an self-service technology failure.

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Section: Discussion Of Findingssupporting

confidence: 85%

Section: Anger and Behavioural Responsesmentioning

confidence: 99%

Section: Anger and Behavioural Responsesmentioning

confidence: 99%

See 1 more Smart Citation

Consumer responses to the failure of self-service banking technology: moderating role of failure stability

Ammari¹,

Hsouna²,

Benabdallah³

et al. 2021

IJBM

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“…More generally, it is important to note that scarcity can induce consumer anger (Biraglia et al, 2021), which can again influence how target consumers will respond to policy interventions.…”

Section: Data Availability Statementmentioning

confidence: 99%

Positive framing when assessing the personal resources to manage one's finances increases consumers' retirement self‐efficacy and improves retirement goal clarity

Hoffmann

Plotkina

2021

Psychology and Marketing

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People are increasingly expected to take an active role in preparing for a financially secure future, and thus face added personal financial responsibility. Unfortunately, many consumers lack the perceived ability to engage effectively in retirement planning (i.e., retirement self-efficacy) and accordingly fail to envision their financial future and set appropriate goals. However, little is known about how to improve consumers' retirement self-efficacy and when and why potential policy interventions will be more or less effective. In the current paper, we address this shortcoming of prior literature. Through a series of experiments, we show that when consumers assess personal resources to achieve a financially secure future, positive framing focusing on strengths instead of weaknesses is associated with higher retirement self-efficacy through an increased internal locus of control. Higher self-efficacy, in turn, leads to improved retirement goal clarity, with the improvement being more pronounced for individuals having a lower consideration of future consequences. In a follow-up study three months after the initial experimental intervention, we find that retirement goal clarity is positively associated with consumers' level of actual retirement planning activity. Finally, we replicate our findings using an advertisement as an alternative, marketing-relevant, manipulation.

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“…Chen et al (2020) only validate the relationship of the three constructs to the type of luxury goods. Scarcity marketing can increase sales promotion (Biraglia, Usrey, and Ulqinaku, 2021). Thus, further studies investigating the relationships of different types of products are also needed.…”

mentioning

confidence: 99%

Scarcity Marketing to Perceived Uniqueness and Desirability Users of the Food Delivery Service Indonesia Application

Nafarin

Oktavio

2021

JAM

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The number of online applications users of food and beverage delivery services in Indonesia is growing every year. That is also followed by many culinary entrepreneurs who have established partnerships with online applications. One of the major online food and beverage delivery service applications in Indonesia is Grabfood. Through Grabfood, products ordered online by users will be delivered to their homes in a relatively short time. Ordering food and drinks through Grabfood is also very beneficial for users because they can enjoy a variety of attractive promotions, both in the form of food and beverage discounts, cashback, shipping cost discounts, and so on. One of the promotional strategies carried out by Grabfood is to do scarcity marketing. This study aims to observe whether the scarcity marketing carried out by Grabfood can affect the desirability of Grabfood users and at the same time examine the role of perceived uniqueness as an intervening variable in the model developed by this study. Scarcity marketing in the study is divided into two types, namely limited-quantity scarcity and limited-time scarcity. The sample in this study involved one hundred and thirteen active users of the Grabfood application who have filled out a complete online questionnaire. The data processing results show that limited-quantity scarcity and limited-time scarcity can directly have a positive and significant effect on perceived uniqueness and desirability. Furthermore, perceived uniqueness also has a direct positive and significant effect on desirability. In its position as an intervening variable, the construct of perceived uniqueness can partially mediate the relationship between limitedquantity scarcity and limited-time scarcity on desirability. Further research focused on another intervening variable that partially mediates the relationship between limited-quantity scarcity and limited-time scarcity to desirabilities, such as perceived value or social status.

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The downside of scarcity: Scarcity appeals can trigger consumer anger and brand switching intentions

Cited by 44 publications

References 52 publications

Consumer responses to the failure of self-service banking technology: moderating role of failure stability

Consumer responses to the failure of self-service banking technology: moderating role of failure stability

Positive framing when assessing the personal resources to manage one's finances increases consumers' retirement self‐efficacy and improves retirement goal clarity

Scarcity Marketing to Perceived Uniqueness and Desirability Users of the Food Delivery Service Indonesia Application

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