 Scarcity (versus popularity) cues for rejected customers: The impact of social exclusion on cue types through need for uniquenessSiddik Bozkurt and David Gligor Journal of Business Research, 2019, vol. 99, issue C, 275-281 Abstract: This study examines how customers' psychological situation influences their responses to two promotional cue types. More specifically, we propose that rejected customers are more likely to choose products promoted by a scarcity cue (this product is a limited edition) compared to a popularity cue (this product is popular among customers). Also, we propose that rejected customers indicate an increased need for uniqueness, which in turn entices customers to choose a product promoted by a scarcity cue (relative to a popularity one). The results of Study 1 show that rejected customers display a greater preference for a product promoted by a scarcity cue, and need for uniqueness underlies the effect of social exclusion on customers' product choice. Study 2 provides further evidence that rejected (compared to accepted) customers display an increased need for uniqueness, which entices customers to choose a product promoted by a scarcity cue (relative to a popularity cue). Keywords: Scarcity; Popularity; Cues; Social exclusion; Need for uniqueness (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:jbrese:v:99:y:2019:i:c:p:275-281 DOI: 10.1016/j.jbusres.2019.02.071 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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