Need for uniqueness moderates the effectiveness of different types of scarcity appeals

Abstract

Marketers frequently implement scarcity messages in promoting their products. Scarcity due to demand and scarcity due to supply have both been found to influence consumers’ product evaluations positively. However, the differential effects of these two types of scarcity messages have been understudied. Study 1 manipulated scarcity appeals type and need for uniqueness orthogonally and examined their effects on purchase intention. Study 2 manipulated scarcity appeals type and tested its effect on perceived uniqueness. Study 3 manipulated scarcity appeals type and tested the moderated mediation model that perceived uniqueness mediated the interactive effects of scarcity type and need for uniqueness on purchase intention. Across three studies, we find that consumers perceive supply-based scarcity products as more unique than demand-based scarcity products. Consequently, in comparison with demand-based scarcity messages, supply-based scarcity messages increase purchase intention for consumers with high need for uniqueness. In contrast, these messages decrease purchase intention for consumers with low need for uniqueness. Our findings contribute to the research on scarcity appeals, uniqueness perception, and need for uniqueness. Our research also suggests that marketers need to implement different types of scarcity appeals to convey uniqueness information and to attract different consumers.