Chen, Tser Yieth; Yeh, Tsai Lien; Wang, Ya Jou - In: Asia Pacific Journal of Marketing and Logistics 33 (2020) 4, pp. 924-944
Purpose: Marketers make an effort to affect consumers through scarcity marketing thus shaping the perception of scarcity and creating desirability for consumers. To expand the scarcity-expensiveness-desirability model and to enhance insights for practical applications, this study modifies the...