Looking beyond first-person effects (FPEs) in the influence of scarcity appeals in advertising: : A replication and extension of Eisend (2008)

• Autores: Piyush Sharma, Rajat Roy
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 45, Nº 1, 2016, págs. 78-84
• Idioma: inglés
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• Resumen

  • In this article, we replicate and extend Eisend's (2008) pioneering work on first-person effects (FPEs) in the context of scarcity appeals in advertising, using “influence of presumed influence,” a broader and less restrictive theoretical perspective compared to FPEs, to develop a revised conceptual model. Specifically, we hypothesize that it is the perceived influence on self and others, rather than the difference between them as hypothesized by Eisend (2008), that mediates the impact of value perception on purchase intention. Using a student sample similar to Eisend (2008), albeit with a different product category and advertising stimulus, we found value perception has a direct positive effect on the perceived influence on others that affects the perceived influence on self, which in turn influences purchase intention. Besides offering an alternative model for future researchers to explore the role of scarcity appeals in advertising, our findings may also help advertisers focus on the perceived influence on others and use it to influence consumers’ own value perceptions and purchase intentions.