International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

 

Communicating Market Scarcity: The Role of Information Congruity in Shaping the Persuasiveness of Time Restriction
Feng Shen

Abstract
This study is part of a research program investigating the persuasive effect of market scarcity. In the experiment reported here, the impact of market scarcity, operationalized as time restriction, on information processing and product evaluation was examined at different levels of product message and task importance. The results rejected a personal-involvement perspective to scarcity but supported an information congruity theory. It was the incongruity between the value inferred from scarcity cue and the worth derived from product message, especially under low task importance, that led to extensive processing of product message and attenuated the persuasive effect of scarcity cue. This research indicated the importance of incorporating congruity into persuasion research and marketing communication for better understanding and implementation of scarcity appeals.

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