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.

摘要

时间稀缺诉求是一种营销技巧，营销人员通过这种营销技巧告知消费者优惠在有限的时间内有效，例如“优惠今天结束！” 社会稀缺诉求告知消费者优惠是独家的，例如“仅限会员！” 在两项研究中，作者研究了时间和社会稀缺吸引力对吸引消费者参与促销活动的影响，这取决于消费者对被社会包括或排除的看法以及他们对时间稀缺持续时间的看法。研究表明，被社会纳入（排除）的消费者认为时间稀缺性吸引力表明短期（长期）到期日更具说服力。该研究进一步将感知价值确定为影响的中介。