Once they’ve been there, they like to share: capitalizing on ephemerality and need for uniqueness to drive word of mouth for brands with pop-up stores
研究发现快闪店的短暂性特征能增强品牌体验，尤其对高独特性需求的消费者，这种体验会促使他们向疏远的人传播正面口碑。
Abstract Retail has responded to the continuing shift in consumer preferences toward ephemerality and immediacy with the development of temporary experiential stores known as pop-ups. In the realm of experiential stores, research has identified retail and brand experience as affecting positive word of mouth (WoM). Surprisingly, however, studies have yet to consider pop-ups’ distinguishing feature of ephemerality or their main type of visitor, consumers with a high need for uniqueness (NFU). Building on five studies (two field studies, three experiments) and contributing to scarcity research, our results demonstrate the positive effect of an experiential store’s temporal scarcity for consumers and brands–namely, an enhanced brand experience. Moreover, our research corroborates our prediction of self-enhancement: For high-NFU consumers, brand experience translates into increased positive WoM when communicating with distant others. In contrast, when communicating with close others, the instinct of high-NFU customers to preserve their uniqueness does not affect positive WoM.