The Effectiveness of Two Online Persuasion Claims: Limited Product Availability and Product Popularity

Jeong, Hyun Ju; Kwon, Kyoung-Nan

doi:10.1080/10496491.2012.646221

Cited by 48 publications

(49 citation statements)

References 40 publications

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“…This finding suggests increased attempts to manipulate an offer (e.g. limiting the available purchase time for a bundle of multiple products) result in higher skepticism, which is consistent with Jeong and Kwon (2012).…”

Section: Discussionsupporting

confidence: 72%

“…It is important to note that limited availability sometimes generates negative effects (Jeong and Kwon, 2012). For instance, a notification of "only 1 left" influences consumers to doubt the credibility of the message and perceive this strategy as a retailer's attempt to deceive buyers about inventory to boost sales (Jeong and Kwon, 2012).…”

Section: Product Availabilitymentioning

confidence: 99%

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Analysis of price bundling and framing: the impact of availability and discount messaging

Won

Shapiro

2021

SBM

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PurposeThe purpose of this study is to examine consumer behaviors toward a bundle of tickets and lodging using two different message framing: (1) scarcity framing for a high demand event, the All-Star Game, and (2) discount framing for a lower demand event, an MLB mid-week game.Design/methodology/approachData were collected through two online surveys of 836 sport consumers in total on Amazon Mechanical Turk (MTurk) and were analyzed using a mix of analysis of variances (ANOVAs) and analysis of covariance (ANCOVA).FindingsConsumers are likely to buy products separately in a scarce situation. When discounts are offered as benefits of choosing a bundle, consumers with high willingness to pay (WTP) have higher purchase intentions (PI) and perceived value toward cumulative discounts.Originality/valueThis is the one of few studies that investigate (1) price bundling of products from two disparate industries where consumer demands fluctuate, (2) the effects of scarcity in a bundle, and (3) all possible discount messaging in a bundle.

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Section: Discussionsupporting

confidence: 72%

Section: Product Availabilitymentioning

confidence: 99%

Analysis of price bundling and framing: the impact of availability and discount messaging

Won

Shapiro

2021

SBM

View full text Add to dashboard Cite

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“…In marketing, scarcity could be defined as a product available for a limited time or quantity [28,29]. Limited product availability can be communicated to consumers by using written statement or a visual statement [30,31]. Limited time means a product offer will expire after a predefined time [28,32,33].…”

Section: Scarcity Modelmentioning

confidence: 99%

The Impact of Scarcity of Medical Protective Products on Chinese Consumers’ Impulsive Purchasing during the COVID-19 Epidemic in China

et al. 2021

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In 2020, during the peak period of the COVID-19 outbreak in China, the scarcity of medical protective products significantly influenced consumers’ impulsive purchasing and affected the public order. It is important to identify the effect of scarcity on consumers’ impulsive purchasing during this difficult time. However, scant research has been conducted on the impact of scarcity of medical protective products on Chinese consumers’ impulsive purchasing. This paper investigates the impact of the scarcity of medical protective products on consumers’ impulsive purchasing during the pandemic in China based on the theories of scarcity, S-O-R and bandwagon effect. Simultaneously, this study identifies the different mediating mechanisms (fear of missing out and perception) and the moderation (bandwagon) in the relationship between scarcity and impulsive purchasing. Finally, 509 validity data were collected by using an online questionnaire, and SmartPLS was used for data analysis. The findings present that the fear of missing out, perception and bandwagon dominate the scarcity effect on impulsive purchasing. The findings provide more information on consumers’ impulsive purchasing in the context of scarcity of medical protective products. Marketers and the Chinese government can adopt measures to reduce their effect, which may help maintain the public order during the epidemic.

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“…Majority of herding studies in online buying (Egebark & Ekström, 2018;Fishman, Fishman, & Gneezy, 2019) have observed the direct impact of herding cues on consumer behavior. There are few studies (Ding & Li, 2018;Jeong & Kwon, 2012) that have used mediators and moderators. To understand the herding phenomenon, we need to have comprehensive models to learn how and when herding stimuli influence online buying behavior.…”

Section: R M B Rmentioning

confidence: 99%

Consumer Herding Behavior in Online Buying: A Literature Review

Ali¹,

Amir²,

Shamsi³

2021

IRMBR

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The purpose of this review paper is to present the application of herding behavior in online buying. The simplest description of herding behavior is the imitation of others in making decisions. Online buying platforms have facilitated observing others' buying behavior, thereby increasing possibilities of social influence on our information search, evaluation, and buying. The concept of herding is multi-disciplinary; however, the literature review on herding behavior is mainly grounded in economics and finance. There is little understanding of herding behavior in marketing literature. Therefore, this study covers herding behavior literature through high-quality research papers published from 2000 to 2020 in journals indexed in the social science citation index, science citation index expanded, and emerging source citation index. This paper discusses the conceptualization of herding in online buying, herding situations, information-processing view of herding, measuring herding effect, herding models and theories, and areas for future research to enrich herding literature in online buying. This paper proposes a herding model (HCMMD) based on the stimulus-organism-response (SOR) theory to study herding behavior. Keywords: Consumer Herding Behavior, Herding Literature Review, Herding Models, Online Buying, Stimulus-Organism-Response (SOR) Theory.

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The Effectiveness of Two Online Persuasion Claims: Limited Product Availability and Product Popularity

Cited by 48 publications

References 40 publications

Analysis of price bundling and framing: the impact of availability and discount messaging

Analysis of price bundling and framing: the impact of availability and discount messaging

The Impact of Scarcity of Medical Protective Products on Chinese Consumers’ Impulsive Purchasing during the COVID-19 Epidemic in China

Consumer Herding Behavior in Online Buying: A Literature Review

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