Temporal and social scarcities: effects on ad evaluations

Sujin Kim, Sukki Yoon, Tae Hyun Baek, Yeonshin Kim, Yung Kyun Choi

Research output: Contribution to journalArticlepeer-review

7 Scopus citations


Temporal scarcity appeals are a marketing technique in which marketers inform consumers that offers are valid for a limited time, such as “The offer ends today!” Social scarcity appeals inform consumers that offers are exclusive, such as “Members only!” In two studies, the authors study effects of temporal and social scarcity appeals for attracting consumers to promotional offers, depending on consumer perceptions of being socially included or excluded and their perceptions of the duration of temporal scarcity. The studies reveal that socially included (excluded) consumers perceive temporal scarcity appeals indicating a short (long) expiration date to be more persuasive. The research further identifies perceived value as a mediator of the effects.

Original languageEnglish
Pages (from-to)1115-1134
Number of pages20
JournalInternational Journal of Advertising
Issue number7
StatePublished - 2021

Bibliographical note

Funding Information:
This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government (NRF-2017S1A2A2041723).

Publisher Copyright:
© 2020 Advertising Association.

ASJC Scopus subject areas

  • Communication
  • Marketing


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