The effect of consumer persuasion knowledge on scarcity appeal persuasiveness Article

Aguirre-Rodriguez, A. (2013). The effect of consumer persuasion knowledge on scarcity appeal persuasiveness . JOURNAL OF ADVERTISING, 42(4), 371-379. 10.1080/00913367.2013.803186

cited authors

  • Aguirre-Rodriguez, A

authors

abstract

  • Past research identifies demand-related scarcity appeals and supply-related scarcity appeals as effective persuasive influences on consumer behavior. The present research uses a persuasion knowledge approach to examine the persuasiveness of demand- versus supply-related scarcity appeals in advertising messages. Study 1 shows that supply-related scarcity appeal ad messages are less likely to activate persuasion knowledge than demand-related scarcity appeal messages. Study 2 demonstrates that message specificity moderates this effect. In line with an elaboration likelihood model perspective, results show that stating the appeal in specific (versus vague) terms decreases the persuasiveness of supply-related scarcity appeal ad messages. Copyright © 2013, American Academy of Advertising.

publication date

  • October 1, 2013

published in

Digital Object Identifier (DOI)

start page

  • 371

end page

  • 379

volume

  • 42

issue

  • 4