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Busy or poor: How time or money scarcity cues differentially impact purchase decisions regarding service firms
Journal of the Academy of Marketing Science ( IF 18.2 ) Pub Date : 2023-02-15 , DOI: 10.1007/s11747-022-00922-2
Malika Malika 1 , Durairaj Maheswaran 2
Affiliation  

Our research uniquely shows that scarcity cues, when effectively managed by the service firms, can lead to favorable purchase decisions. We investigate how service firms that are scarce on time resource (busy) vs. money resource (poor) are perceived differentially on the two basic dimensions of social perceptions: warmth and competence. Across four studies, we provide the first empirical evidence that busy service firms are perceived higher on competence and poor service firms are perceived higher on warmth. We also find that service firms that are both busy and poor have the highest purchase preference compared to either busy or poor service firms. In addition, purchase preferences are moderated by the consumption contexts (exchange vs. communal relationship domain). Managerially, our findings that scarcity cues influence purchase preferences can benefit the design and execution of marketing strategies.



中文翻译:

忙碌或贫穷:时间或金钱稀缺线索如何对服务公司的购买决策产生不同影响

我们的研究独特地表明,当服务公司有效管理稀缺线索时,可以导致有利的购买决定。我们调查了在时间资源(忙碌)和金钱资源(贫穷)方面稀缺的服务公司如何在社会认知的两个基本维度上被不同地感知:热情和能力。在四项研究中,我们提供了第一个实证证据,表明繁忙的服务公司在能力上被认为更高,而糟糕的服务公司在热情上被认为更高。我们还发现,与忙碌或贫穷的服务公司相比,既忙碌又贫穷的服务公司具有最高的购买偏好。此外,购买偏好受消费环境(交换与公共关系领域)的调节。在管理上,

更新日期:2023-02-17
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