A escassez e os efeitos das edições limitadas na urgência de compras

Abstract

The scarcity of a product can demonstrate a positive impact on consumers' perceived value and urgency to buy. In this scenario, advertisements that emphasize reduced availability of the product in limited editions tend to be more persuasive than ads for limited editions where there is no risk of lack of supplies (no scarcity). In order to prove the influence that the communication of the expression "limited edition" causes on the consumer, propelling him/her to purchase, in the present study we investigated the impact of this information on a given product in a scarcity and nonscarcity scenario, in order to also indicate the relation that this information causes in the aspect of scarcity and urgency of purchase on the consumer. In an experiment, the presence of the limited edition and scarcity information was manipulated in product advertising presented to middle class and upper class women aged 20-60 (N=120). The results indicated the effect of using the expression in the scarcity scenarios, causing urgency to purchase on the part of consumers. People exposed to the "limited edition" information in a scarcity scenario showed a greater tendency to purchase urgency compared to consumers who were presented with scenarios with no scarcity and/or no limited editions. Theoretical and practical implications are discussed, emphasizing that the rarer the product, the greater esteem, satisfaction, and fulfillment it generates for the consumer, thus obtaining it becomes necessary and urgent.