The effect of scarcity and popularity messages on purchase intention, purchase acceleration and in-group and out-of-group word of mouth

Name: Pongpijak Hinchiranan

keyword: Scarcity

; Popularity

; Purchase intention

; Purchase acceleration

; Word-of- mouth

Abstract: Scarcity and popularity are both effective and increasingly popular marketing tools but there are some unexplored areas as to when to use which of them to get desirable consumer​responses such as purchase intention, purchase acceleration and WOM. Our results indicated that scarcity cue led to​significantly higher purchase intention and acceleration compared to popularity cues for the advertising message of a clock, but not for a frying pot, which might be explained by the fact that our participants perceived the former as more hedonic and less utilitarian than the latter and reveal other factors affecting their purchase intention and acceleration. Regarding WOM, the results suggested that the effect of scarcity cue and popularity cue on WOM were not significantly different, the participants who intended to purchase the product have significantly higher WOM than those who did not among those who were shown the​advertising messages of a clock, and there is no significant difference between in-group and out-of-group WOM among the participants who were shown the advertising messages with scarcity cue. Similar to purchase intention and acceleration, we also discovered other factors affecting WOM of our participants. Theoretically, this research contributed to the field of consumer behavior regarding how scarcity and popularity cue and purchase intention fit in the key topics of marketing studies, namely purchase intention, purchase acceleration, and WOM, and would be useful for marketers who want to use scarcity and​popularity cue to influence those behaviors. Nevertheless, this research also has some​limitations and left rooms for future researchers to explore such as the kinds of products used in​the studies, other factors to consider, sample demographics, the credibility and the forms of the cues presented

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Alisara Charinsarn

Role: advisor

Created: 2020

Modified: 2023-01-18

Issued: 2023-01-18

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2020.729

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing Management

Grantor: Thammasat University

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