Temporal and social scarcities: effects on ad evaluations

Abstract

Temporal scarcity appeals are a marketing technique in which marketers inform consumers that offers are valid for a limited time, such as “The offer ends today!” Social scarcity appeals inform consumers that offers are exclusive, such as “Members only!” In two studies, the authors study effects of temporal and social scarcity appeals for attracting consumers to promotional offers, depending on consumer perceptions of being socially included or excluded and their perceptions of the duration of temporal scarcity. The studies reveal that socially included (excluded) consumers perceive temporal scarcity appeals indicating a short (long) expiration date to be more persuasive. The research further identifies perceived value as a mediator of the effects.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 When we ran the ANCOVA analysis including moral identity as a covariate, the interaction remained significant (F (1,146) = 7.408, p < 0.01, η_p² = 0.048).

Additional information

Funding

This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government (NRF-2017S1A2A2041723).

Notes on contributors

Sujin Kim

Sujin Kim (Ph.D., The University of Texas at Austin), Assistant Professor, Manship School of Mass Communication, Louisiana State University, [email protected]

Sukki Yoon

Sukki Yoon (Ph.D., University of Illinois), Professor, Marketing Department, College of Business, Bryant University, [email protected]

Tae Hyun Baek

Tae Hyun Baek (Ph.D., University of Georgia), Associate Professor, Department of Integrated Strategic Communication, College of Communication and Information, University of Kentucky, [email protected]

Yeonshin Kim

Yeonshin Kim (Ph.D., Michigan State University), Professor, Department of Business Administration, College of Business, Myongji University, [email protected]

Yung Kyun Choi

Yung Kyun Choi (Ph.D., Michigan State University), Professor, Department of Advertising and PR, College of Social Science, Dongguk University, [email protected]