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

25 Citations (Scopus)

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

Fingerprint

aggression
promotion
threat
event
Aggression
Scarcity
Marketers
Threat
Prompts

Keywords

  • Advertising
  • Aggression
  • Consumer promotions
  • Scarcity
  • Violence

ASJC Scopus subject areas

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

Cite this

The dark side of scarcity promotions : How exposure to limited-quantity promotions can induce aggression. / Kristofferson, Kirk; Mcferran, Brent; Ketcham, Andrea; Dahl, Darren W.

In: Journal of Consumer Research, Vol. 43, No. 5, 01.02.2017, p. 683-706.

Research output: Contribution to journalArticle

Kristofferson, Kirk ; Mcferran, Brent ; Ketcham, Andrea ; Dahl, Darren W. / The dark side of scarcity promotions : How exposure to limited-quantity promotions can induce aggression. In: Journal of Consumer Research. 2017 ; Vol. 43, No. 5. pp. 683-706.
@article{807039cf89a84c8fa083c3fc22196193,
title = "The dark side of scarcity promotions: How exposure to limited-quantity promotions can induce aggression",
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.",
keywords = "Advertising, Aggression, Consumer promotions, Scarcity, Violence",
author = "Kirk Kristofferson and Brent Mcferran and Andrea Ketcham and Dahl, {Darren W.}",
year = "2017",
month = "2",
day = "1",
doi = "10.1093/jcr/ucw056",
language = "English (US)",
volume = "43",
pages = "683--706",
journal = "Journal of Consumer Research",
issn = "0093-5301",
publisher = "University of Chicago",
number = "5",

}

TY - JOUR

T1 - The dark side of scarcity promotions

T2 - How exposure to limited-quantity promotions can induce aggression

AU - Kristofferson, Kirk

AU - Mcferran, Brent

AU - Ketcham, Andrea

AU - Dahl, Darren W.

PY - 2017/2/1

Y1 - 2017/2/1

N2 - 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.

AB - 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.

KW - Advertising

KW - Aggression

KW - Consumer promotions

KW - Scarcity

KW - Violence

UR - http://www.scopus.com/inward/record.url?scp=85026451049&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85026451049&partnerID=8YFLogxK

U2 - 10.1093/jcr/ucw056

DO - 10.1093/jcr/ucw056

M3 - Article

AN - SCOPUS:85026451049

VL - 43

SP - 683

EP - 706

JO - Journal of Consumer Research

JF - Journal of Consumer Research

SN - 0093-5301

IS - 5

ER -