Exploring the Impact of Scarcity Appeals in Advertising: The Mediating Roles of the Third Person Effect and Need for Uniqueness

"Limited time only", "Only while Stocks Last" and "Limit of One per Customer" are examples of scarcity appeals in advertising. Past research in this area points to a consistent relationship between Scarcity appeals and value perception. This study further explores and confirms some mediation relationships between scarcity, value perception and purchase intention. Using a student sample within an experimental design, the relationship between scarcity appeals and value perception is confirmed. Notably, perceived influence on others emerges as a significant mediator between scarcity appeals and value perception, while value perception and purchase intention are mediated by the need for uniqueness. The study is limited by the nature and size of the sample and its external validity is hampered by the choice of a advertising stimulus for a single product category. Nevertheless, the study provides confirmation for many of the findings in the Eisend (2008) study and raises important justification for further research.