ウスリー ブライアン ゴードン   USREY Bryan Gordon    所属   立命館アジア太平洋大学  国際経営学部    職種   准教授
言語種別	英語
発行・発表の年月	2021/04/05
形態種別	学術論文
査読	査読あり
標題	The Downside of Scarcity: How Scarcity Appeals Can Promote Consumer Anger and Brand Switching
執筆形態	共著
掲載誌名	Psychology and Marketing
掲載区分	国外
巻・号・頁	38(8),pp.1314-1322
著者・共著者	Biraglia, A., Usrey, B., Ulqinaku, A.
概要	This paper examines the negative consequences of using scarcity appeals in marketing. Scarcity messages suggest that a product is limited or difficult to obtain. Rather than always increasing desire, such appeals may cause consumer anger when people cannot get the product. The paper focuses on how anger may lead consumers to switch to competing brands.
researchmap用URL	https://onlinelibrary.wiley.com/doi/full/10.1002/mar.21489