The Effectiveness of Two Online Persuasion Claims: Limited Product Availability and Product Popularity

Hyun Ju Jeong, Kyoung Nan Kwon

Research output: Contribution to journalArticlepeer-review

47 Scopus citations

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 languageEnglish
Pages (from-to)83-99
Number of pages17
JournalJournal of Promotion Management
Volume18
Issue number1
DOIs
StatePublished - Jan 2012

Keywords

  • limited product availability
  • online persuasion claims
  • product popularity
  • signaling

ASJC Scopus subject areas

  • Marketing

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