Scarcity Messages
研究了两种稀缺性信息（限量与限时）对消费者购买意愿的影响，发现限量信息更有效，且对象征性品牌效果更强，消费者竞争起中介作用。
This study examines the relative effect of two types of scarcity messages (limited-quantity and limited-time) on consumers' purchase intentions. The moderating influence of brand concept (functional or symbolic) on this relationship is also examined. Drawing on the results of two studies, the authors conclude that the limited-quantity messages are more effective than limited-time messages in influencing consumers' purchase intentions. This differential impact is further enhanced for symbolic brands. Consumer competition is found to mediate the effect of scarcity messages on purchase intentions.