KOREASCHOLAR

THE ROLE OF TIME IN CONSUMER REACTIONS TO SCARCITY APPEAL

Woo Li Ko, Sungkyu Lee
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422694
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.655
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study examined the combined effects of scarcity appeals and time remaining from the travel date on attitudes toward advertising and purchase intention. The results lead to a rationale for disparate advertising strategies of scarcity appeals considering the temporal distance of a consumer's hotel booking.

Keyword
Scarcity AppealTemporal DistanceConsumer BehaviorTravelAdvertising
Author
  • Woo Li Ko(Musashino University, Japan)
  • Sungkyu Lee(Akita International University, Japan)