Brands often use scarcity appeals to promote sales. However, there is limited research investigating how consumers react when they are unable to obtain items that are advertised using scarcity appeals in terms of limited quantity. In two studies, experimental and correlational, we show that consumers who do not get the product associated to scarcity appeals (vs. not) have higher intentions to switch to competitor brands. This effect is mediated by consumer anger. We present theoretical contributions in research on scarcity appeals and consumer emotions (i.e., anger) and we discuss managerial implications of how scarcity appeals can sometimes backfire and lead to consumers switching to other competitor brands when they fail to obtain the product advertised as limited in quantity.

中文翻译：

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稀缺性的缺点：稀缺性诉求会引发消费者愤怒和品牌转换意图

品牌经常使用稀缺性吸引力来促进销售。然而，很少有研究调查消费者在无法获得在数量有限的情况下使用稀缺呼吁宣传的商品时的反应。在两项实验性和相关性研究中，我们表明没有获得与稀缺性吸引力相关的产品的消费者（与没有）有更高的意愿转向竞争品牌。这种影响是由消费者的愤怒介导的。我们在关于稀缺性吸引力和消费者情绪（即愤怒）的研究中提出了理论贡献，并讨论了稀缺性吸引力有时如何适得其反并导致消费者在无法获得宣传为数量有限的产品时转向其他竞争品牌的管理意义.