Conference proceeding
When Exploding Deals Create Competitive Customers: Understanding the Psychological Consequences of Scarcity Marketing Tactics
Advances in Consumer Research, Vol.44, p476
01 Jan 2016
Abstract
Although scarcity marketing tactics have been broadly considered to enhance product desirability, we demonstrate that exposure to time-based scarcity promotions engenders competitive orientation targeting the retailer, consequently producing the ironic effects of motivating consumers to devalue the promoted product and to look for better deals elsewhere.
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Details
- Title
- When Exploding Deals Create Competitive Customers: Understanding the Psychological Consequences of Scarcity Marketing Tactics
- Creators
- Kelly GoldsmithJillian HmurovicCait Lamberton
- Publication Details
- Advances in Consumer Research, Vol.44, p476
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Marketing
- Identifiers
- 991021862413704721