EXPRESS: Scarcity Appeals in Cross-Cultural Settings: A Comprehensive Framework to Understand the Effectiveness of Scarcity Appeals in Cross-Cultural Settings

Abstract

Scarcity appeals in marketing have long captured the attention of scholars and practitioners, yet we know little about their effectiveness across different cultures. Drawing on cultural differences (i.e., self-concept, need for uniqueness, and susceptibility to normative influence), the authors investigated the impact of culture on the effectiveness of (demand vs. supply-based) scarcity appeal. The authors also studied the impact of product visibility while considering the moderating effect of culture on the effectiveness of scarcity appeals (demand vs. supply-based). In doing so, the authors conducted an experimental research based on the participants from Pakistan and France. The authors found that (i) demand-based scarcity appeals were more effective than supply-based scarcity appeals in Eastern cultures, whereas the reverse was found in Western cultures; (ii) such moderating role of culture was stronger for high visibility products as compared to low visibility products; and (iii) the respective prevalence of interdependent (vs. independent) self and its subsequent impact on susceptibility to normative influence (SNI) and need for uniqueness (NFU) mediated the moderating role of culture. The authors concluded by discussing these findings' key theoretical contributions and managerial implications and suggesting future research directions.