희소성 소구가 제품 정보처리에 미치는 영향: 감정의 조절적 역할open accessThe Effects of Scarcity Appeals on Processing of Product Information: The Moderating Role of Mood
- Other Titles
- The Effects of Scarcity Appeals on Processing of Product Information: The Moderating Role of Mood
- Authors
- Lee, Seung Yun; Ahn, Hee Kyung
- Issue Date
- Dec-2012
- Publisher
- 한국마케팅학회
- Keywords
- 희소성정보; 휴리스틱정보처리; 체계적 정보처리; 감정; Scarcity; Heuristic Processing; Systematic Processing; Mood
- Citation
- 마케팅연구, v.27, no.4, pp.1 - 15
- Indexed
- KCI
- Journal Title
- 마케팅연구
- Volume
- 27
- Number
- 4
- Start Page
- 1
- End Page
- 15
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/163883
- ISSN
- 1229-456X
- Abstract
- Scarcity appeals (as represented by the “Limited edition” or “Limited number” of a given product) have been known for some time to be a very important and widely-used marketing tactic. According to past research, scarcity results in two apparently contradictory effects (facilitative effect and inhibitory effect) on depth of consumers’ information processing. In this paper, we identify a new moderating variable – namely, mood – that determines when either effect is likely to be dominant. We develop a model postulating that in a situation involving scarcity pressure, consumers’ information processing and decision-making differs depending on their current mood state. Our findings support the proposed model and indicate that when mood is positive, scarcity increases depth of processing, whereas when mood is negative, scarcity decreases depth of processing. In addition, for consumers in a positive mood, systematic processing involving more effortful elaboration of the persuasive argument occurs, with the result that the product-related persuasive argument strongly influences their preference. Conversely, for consumers in a negative mood, heuristic processing not requiring effortful elaboration of the argument occurs; in such an event the argument does not strongly influence consumer preference.
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