The Impact of Scarcity Appeals on Attraction and Compromise Effects under Prevention and Promotion Motivations

• Main Authors: You-lin Lin, 林佑菱
• Other Authors: Hsuan-hsuan Ku
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/70132586321971024308

碩士 === 東吳大學 === 國際經營與貿易學系 === 98 === Based on prior research of regulatory focus motivation, attraction and compromise effects, this study adds the effect of scarcity appeals to the structure and investigates the interaction among these variables by using between-subjects factorial designs. The results indicate that although the regulatory-focused orientation has different impacts on the attraction and the compromise effect, both increase as a result of scarcity due to supply than due to demand under promotion motivation. Contrast to promotion motivation, under prevention motivation the attraction and compromise effect are greater as a result of scarcity due to demand than due to supply. It would be a signal that if marketers can use the manipulation of product scarcity, makes the effect consistent with the design of choice set and consumers’ goal orientations, they may increase the sale and get more profit. The complexity this study increase can give future academic a broader development, which implies the context effect in the real market is much complicate than our expectation.