Abstract
Two experiments were conducted to evaluate the effectiveness of two online persuasion claims: limited product availability (e.g., only 3 items left) and product popularity (e.g., 94% of consumers bought this product after viewing this site). The popularity claim appeared to enhance quality perception, particularly among highly risk-averse consumers, and purchase intention. We attribute these findings to the quality signaling effect and the bandwagon effect of the claim. On the other hand, the limited availability claim exerted no influence: low message credibility and the lack of psychological reactance are deemed to be possible reasons for the insignificant effect of the claim.
| Original language | English |
|---|---|
| Pages (from-to) | 83-99 |
| Number of pages | 17 |
| Journal | Journal of Promotion Management |
| Volume | 18 |
| Issue number | 1 |
| DOIs | |
| State | Published - Jan 2012 |
Keywords
- limited product availability
- online persuasion claims
- product popularity
- signaling
ASJC Scopus subject areas
- Marketing