https://orcid.org/0000-0003-4805-2339
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ABSTRACT
This research presents the results of two empirical studies that address the interplay of ad exposure sequence (before vs. after) and scarcity appeal (limited-time vs. limited-recipient) on consumer responses. Using a 2 × 2 in-between subjects factorial design, the results demonstrated that the effect of scarcity appeals can be optimized based on the before and after placing of an item in the online shopping cart. When an ad promotion appears after the consumer adds an item to the shopping cart, a time-limited ad message is more effective than a recipient-limited ad message. Also, when an advertisement is shown independently before the consumer reaches the main website, a recipient-limited ad message produces a more favorable brand attitude than a time-limited ad message. The implications and limitations of these results were discussed.
Supplementary material
Supplemental data for this article can be accessed online at https://doi.org/10.1080/13527266.2022.2141297
Acknowledgement
“This project is supported by the Darlene and Thomas O. Ryder II Professorship from the Manship School of Mass Communication at Louisiana State University.”
Disclosure statement
No potential conflict of interest was reported by the author(s).
Additional information
Notes on contributors
Sujin Kim
Sujin Kim (Ph.D., The University of Texas at Austin) is an assistant professor in the Manship School of Mass Communication at Louisiana State University, USA. Her research focuses on marketing and persuasive communications in digital media and consumer psychology.
So young Lee
So Young Lee (Ph.D., The University of Texas at Austin) is an assistant professor in the Ric Edelman College of Communication & Creative Arts at Rowan University, USA. Her research interests lie in strategic and marketing communications in brand crisis, digital media, and consumer psychology.