The Impact of Limited-Quantity Scarcity Messages on Consumer Aggression: Mediating Roles of Psychological States

• 발행기관: People & Global Business Association
• 저자명: Ni Made Dhian Rani Yulianti Gwi-Gon Kim
• 간행물 정보: 『Global Business and Finance Review』Vol.30 No.5, 100~115쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2025.05.31

국문 초록

Purpose: Using limited-quantity scarcity messages in marketing has proven to be beneficial. However, this frame message also has a negative effect. This study aims to investigate the impact of limited-quantity scarcity (LQS) messages on aggressive consumer behavior with the mediating roles of several consumer psychology variables. Design/methodology/approach: Data were collected from 427 Indonesian consumers and analyzed using structural equation modeling (SEM). Findings: The results showed that only perceived threat and brand jealousy were proven to be able to mediate the effect of LQS on aggression behavior. Additionally, hedonic-motivated consumers showed lower perceived threat when exposed to LQS than utilitarian consumers. However, in terms of perceived powerlessness, the statement is vice versa. Interestingly, both hedonic and utilitarian-motivated consumers feel more jealous of fellow consumers when they fail to obtain scarce products. Research limitations/implications: The outcomes of this study provide new theoretical implications to extend the literature on scarcity messages. Originality/value: This research revealed a novel connection, specifically for purchase intentions and consumer aggressiveness.

목차

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Methods

Ⅳ. Results

Ⅴ. Discussion

Ⅵ. Conclusion and Implications

Ⅶ. Limitations

Conflicts of Interest

References

키워드

Aggression Perceived Powerlessness Perceived Threat Purchase Intention Limited-Quantity Scarcity Message