Looking Beyond First-Person Effects (FPEs) in the Influence of Scarcity Appeals in Advertising: A Replication and Extension of Eisend (2008)
复制并扩展了Eisend（2008）关于广告中稀缺诉求的第一人称效应研究，提出感知对他人和自身的影响（而非两者差异）中介价值感知对购买意愿的作用，为广告商利用他人感知影响消费者提供了新视角。
In this article, we replicate and extend Eisend's (2008) pioneering work on first-person effects (FPEs) in the context of scarcity appeals in advertising, using “influence of presumed influence,” a broader and less restrictive theoretical perspective compared to FPEs, to develop a revised conceptual model. Specifically, we hypothesize that it is the perceived influence on self and others, rather than the difference between them as hypothesized by Eisend (2008), that mediates the impact of value perception on purchase intention. Using a student sample similar to Eisend (2008), albeit with a different product category and advertising stimulus, we found value perception has a direct positive effect on the perceived influence on others that affects the perceived influence on self, which in turn influences purchase intention. Besides offering an alternative model for future researchers to explore the role of scarcity appeals in advertising, our findings may also help advertisers focus on the perceived influence on others and use it to influence consumers’ own value perceptions and purchase intentions.