Fogel, Joshua; Setton, Marcelle Kim - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 10, pp. 2285-2298
Purpose: A number of types of scarcity messages are often used in Internet advertisements, but all these types have not been directly compared to each other. Design/methodology/approach: College students (n = 789) were surveyed about five advertising choices for luxury skin-care products...