The Effect of Consumer Persuasion Knowledge on Scarcity Appeal Persuasiveness

  title={The Effect of Consumer Persuasion Knowledge on Scarcity Appeal Persuasiveness},
  author={Alexandra Aguirre‐Rodriguez},
  journal={Journal of Advertising},
  pages={371 - 379}
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… 

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