Sequence matters: The interaction effect of scarcity appeals and exposure sequences

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 effe...

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Published inJournal of marketing communications Vol. 30; no. 4; pp. 465 - 486
Main Authors Kim, Sujin, young Lee, So
Format Journal Article
LanguageEnglish
Published London Routledge 18.05.2024
Taylor & Francis Ltd
Subjects
cart abandonment
E-commerce
exclusive advertising
scarcity appeal
sequence
Online AccessGet full text
ISSN1352-7266
1466-4445
DOI10.1080/13527266.2022.2141297

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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.
AbstractList 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.
Author Kim, Sujin
young Lee, So
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  surname: Kim
  fullname: Kim, Sujin
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  givenname: So
  orcidid: 0000-0003-3773-1715
  surname: young Lee
  fullname: young Lee, So
  organization: Rowan University
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SubjectTerms cart abandonment
E-commerce
exclusive advertising
scarcity appeal
sequence
Title Sequence matters: The interaction effect of scarcity appeals and exposure sequences
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