Ku, Hsuan-Hsuan; Kuo, Chien-Chih; Yang, Yi-Ting; Chung, … - In: European Journal of Marketing 47 (2013) 8, pp. 1314-1332
Purpose – This study aims to examine the relative effectiveness of demand-related and supply-related explanations of the scarcity of a product, and specifically the extent to which decision context and individual factors moderate purchase intention in response to those explanations....