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2013 - Association for Education in Journalism and Mass Communication Pages: unavailable || Words: 6362 words || 
1. jang, wonseok., Ko, Yong Jae., Morris, Jon D.. and Chang, Yonghwan. "Scarcity Effects on Luxury, Limited Edition Products" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 Online <APPLICATION/PDF>. 2019-06-19 <>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Recently, many brands had begun to launch limited edition products. Typically, advertisers are implementing two types of scarcity messages for Limited Edition (LE) products: (a) limited-time scarcity vs. limited quantity scarcity messages (Cialdini 2008). Several studies found that these scarcity messages lead consumer to perceive LE products as more attractive and valuable (Aggarwal, Jun, and Huh 2011). The current study examined the effects of scarcity messages on different types of LE products.

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