The dark side of scarcity promotions: How exposure to limited-quantity promotions can induce aggression

Kirk Kristofferson, Brent Mcferran, Andrea Ketcham, Darren W. Dahl

Research output: Contribution to journalArticle

31 Scopus citations

Abstract

Marketers frequently use scarcity promotions, where a product or event is limited in availability. The present research shows conditions under which the mere exposure to such advertising can activate actual aggression that manifests even outside the domain of the good being promoted. Further, we document the process underlying this effect: exposure to limited-quantity promotion advertising prompts consumers to perceive other shoppers as competitive threats to obtaining a desired product and physiologically prepares consumers to aggress. Seven studies using multiple behavioral measures of aggression demonstrate this deleterious response to scarcity promotions.

Original languageEnglish (US)
Pages (from-to)683-706
Number of pages24
JournalJournal of Consumer Research
Volume43
Issue number5
DOIs
StatePublished - Feb 1 2017

Keywords

  • Advertising
  • Aggression
  • Consumer promotions
  • Scarcity
  • Violence

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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