 The Perfect Fit: The Moderating Role of Selling Cues on Hedonic and Utilitarian Product TypesGopal Das, Amaradri Mukherjee and Ronn J. Smith Journal of Retailing, 2018, vol. 94, issue 2, 203-216 Abstract: With the need among retailers to create effective promotional campaigns, scarcity, and popularity cues are increasingly used. Drawing from regulatory focus and popularity versus scarcity cues literature, this research explores the impact of popularity versus scarcity cues and product types on consumer perceptions of risk, product uniqueness, and purchase intentions. Results from three studies provide primary insights: (1) A utilitarian product aligns with prevention goals and hence the popularity cue will enhance consumers’ purchase intentions, and (2) a hedonic product aligns with promotion goals and hence the scarcity cue will enhance consumers’ purchase intentions. Further, we theorize that perceived risk and perceived product uniqueness will act as psychological mechanisms. We discuss theoretical contributions and strategic insights for retailers and marketers that the findings indicate. Keywords: Scarcity cue; Popularity cue; Regulatory focus; Perceived risk; Perceived product uniqueness; Purchase intention (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:94:y:2018:i:2:p:203-216 DOI: 10.1016/j.jretai.2017.12.002 Access Statistics for this article Journal of Retailing is currently edited by A. Roggeveen More articles in Journal of Retailing from Elsevier |
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