Expectation of quantity-based message unavailability and involvement on message effects

• Main Authors: Foo, Zi Min, Ng, Yan Xiang, Teh, Zi Tao, Yeo, Wen Bin
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2017
• Subjects: DRNTU::Social sciences::Communication::Communication theories and models
• Online Access: http://hdl.handle.net/10356/69881
• Institution: Nanyang Technological University

Scarcity and its effects on consumers has proven to be a subject of fascination for researchers in the field of consumer studies. However, extant literature remains silent on how certain forms of scarcity affect specific message effects and outcomes such as persuasion. This is especially true whe...