Scarcity Appeals in Cross-Cultural Settings: A Comprehensive Framework

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 investigate the impact of culture on the effectiveness of (demand- vs. supply-based) scarcity appeals. The authors also study the impact of product visibility while considering the moderating effect of culture on the effectiveness of scarcity appeals (demand- vs. supply-based). To do so, the authors conducted experimental research with participants from Pakistan and France. The authors find that (1) demand-based scarcity appeals were more effective than supply-based scarcity appeals in Eastern cultures, whereas the reverse was found in Western cultures; (2) such moderating role of culture was stronger for high-visibility products than for low-visibility products; and (3) the respective prevalence of interdependent (vs. independent) self-construal and its subsequent impact on susceptibility to normative influence and need for uniqueness mediated the moderating role of culture. The authors conclude by discussing the key theoretical contributions and managerial implications of these findings and suggesting future research directions.