The Dark Side of Scarcity Promotions: How Exposure to Limited Quantity Promotions Can Induce Aggression

Resource type
Date created
2017-02
Authors/Contributors
Abstract
Marketers frequently use scarcity promotions, where a product or event is limited in availability. The present research shows conditions under which the mere exposure to such advertising can activate actual aggression that manifests even outside the domain of the good being promoted. Further, we document the process underlying this effect: exposure to limited-quantity promotion advertising prompts consumers to perceive other shoppers as competitive threats to obtaining a desired product and physiologically prepares consumers to aggress. Seven studies using multiple behavioral measures of aggression demonstrate this deleterious response to scarcity promotions.
Document
Published as
Kristofferson, Kirk, Brent McFerran, Andrea C. Morales, and Darren W. Dahl (2017), "The Dark Side of Scarcity Promotions: How Exposure to Limited Quantity Promotions Can Induce Aggression", Journal of Consumer Research, 43 (5, February), 683-706. DOI: 10.1093/jcr/ucw056
Publication title
Journal of Consumer Research
Document title
The Dark Side of Scarcity Promotions: How Exposure to Limited Quantity Promotions Can Induce Aggression
Date
2017
Volume
43
First page
689
Last page
706
Publisher DOI
10.1093/jcr/ucw056
Copyright statement
Copyright is held by the author(s).
Scholarly level
Peer reviewed?
Yes
Language
Member of collection