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Keywords: Natural scarcity
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Journal Articles
Making scarcity believable: How consumers interpret scarcity cues based on authenticity
Available to Purchase
Asia Pacific Journal of Marketing and Logistics 1–16.
Published: 23 April 2026
...Tingting Isla Gong; Rui Guo Purpose This study aims to examine how different types of scarcity influence consumers’ purchase intentions by activating their authenticity schema. It further investigates the interaction effect between scarcity type (natural scarcity vs. constructed scarcity...
Includes: Supplementary data
