The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

The effect of consumers' self-regulatory modes and scarcity messages on fashion product evaluations

소비자의 조절모드와 희소성 메시지가 패션제품평가에 미치는 영향

  • Baek, Sora (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Hwang, Sunjin (Business School, Dongguk University) ;
  • Yeo, Junsang (Dept. of Fashion Design, Sungkyunkwan University)
  • 백소라 (성균관대학교 의상학과) ;
  • 황선진 (동국대학교-서울캠퍼스 경영학과) ;
  • 여준상 (성균관대학교 의상학과)
  • Received : 2013.12.23
  • Accepted : 2014.02.12
  • Published : 2014.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study looked into the scarcity effect based on the consumers' self-regulatory modes and determined the effect that such a regulatory mode and that quantity-scarcity messages would have on evaluations of fashion products. To that end, the study used a 2 (regulatory mode: assessment mode/locomotion mode)${\times}2$ (message type: quantity-scarcity message/non-scarcity message) between-subjects factorial design in which buying impulsiveness was presented as a mediator variable that showed differences in product evaluations depending on the message type and on the presence of a self-regulatory mode. The results of this study showed that locomotion-oriented consumers evaluated products more positively compared to assessment-oriented consumers when the quantity-scarcity message was presented. When a non-scarcity message was presented, no significant difference was observed in product evaluations based on the consumers' self-regulatory modes. In addition, buying impulsiveness in consumers served a mediator role in the evaluations of fashion products. The results of this study imply that a clear understanding of consumers is a prerequisite for maximizing the scarcity effect and that companies need to differentiate in terms of the way they use scarcity messages based on consumers' self-regulatory modes.

Keywords

References

  1. Avnet, T., & Higgins, E. T.(2003). Locomotion, assessment, and regulatory fit: Value transfer from "how" to "what". Journal of Experimental Social Psychology, 39, 525-530. https://doi.org/10.1016/S0022-1031(03)00027-1
  2. Bae, Y. K., Lee, S. K., & Cha, T. H.(2004). The effect of scarcity message on consumer's purchase intention in the internet shopping mall. The Korean Journal of Advertising, 15(5), 503-521.
  3. Baek, M. Y.(2012). A study on the licensing effect in purchase situation of fashion product: The moderating effect of self-regulatory mode and goal type. Unpublished master's thesis, Sungkyunkwan University, Seoul, Korea.
  4. Baek, S. R., Hwang, S. J., & Yeo, J. S.(2013). The effect of consumers' self-regulatory mode on timescarcity promotion. Korean Journal of Consumer and Advertising Psychology, 14(3), 471-487.
  5. Barone, M. J., & Miniard, P. W.(2002). Mood and brand extension judgment: Asymmetric effects for desirable versus undesirable brands. Journal of Consumer Psychology, 12(4), 283-290. https://doi.org/10.1207/15327660260382324
  6. Bozzolo, A. M., & Brock, T. C. (1992). Unavailability effects on message processing: A theoretical analysis and an empirical test. Basic and Applied Social Psychology, 13(1), pp. 93-101. https://doi.org/10.1207/s15324834basp1301_8
  7. Brannon, L. A., & Brock, T. C.(2001). Scarcity claims elicit extreme responding to persuasive message: Role of cognitive elaboration. Personality and Social Psychology Bulletin, 27(3), 365-375. https://doi.org/10.1177/0146167201273010
  8. Brock, T. C., & Brannon, L. A.(1992). Liberalization of commodity theory. Basic and Applied Social Psychology, 13(1), 135-144. https://doi.org/10.1207/s15324834basp1301_11
  9. Brock, T. C., & Brehm, L. A.(1968). Implications of commodity theory for value change. NY: Academic Press.
  10. Choi, E. Y., Lim, J. E., & Hwang, J. S.(2011). The advertising effectiveness of scarcity message: The role of limited-edition message and time pressure. Advertising Research, 89, 177-204.
  11. Cialdini, R. B.(2001). Influence: science and practice (4th ed.). MA: Pearson Education Company.
  12. Ditto, P. H., & Jemmott, J. B.(1989). From rarity to evaluative extremity: Effects of prevalence information on evaluations of positive and negative characteristics. Journal of Personality and Social Psychology, 57, 16-26. https://doi.org/10.1037/0022-3514.57.1.16
  13. Fisher, R. J., & Christenson, G. A.(1996). In the mood to buy: Differences in the mood states experienced by compulsive buyers and other consumers. Psychology & Marketing, 13(8), 803-819. https://doi.org/10.1002/(SICI)1520-6793(199612)13:8<803::AID-MAR6>3.0.CO;2-J
  14. Folger, R.(1992). On wanting what we do not have. Basic and Applied Social Psychology, 13, 123-133. https://doi.org/10.1207/s15324834basp1301_10
  15. Friestad, M., & Wright, P.(1994). The persuasion knowledge model: How people cope with persuation attempts. Journal of Consumer Research, 21(1), 1-31.
  16. Fromkin, H. L.(1968). Affective and valuational consequences of self-perceived uniqueness deprivation. Unpublished doctoral dissertation, Ohio State University, Ohio, US.
  17. Fromkin, H. L.(1971). A commodity theory analysis of consumer preferences for scarce products. Proceeding of 79th Annual Convention of the America Psychological Association, 6, 521-654.
  18. Gierl, H., Plantsch, M., & Schweidler, J.(2008). Scarcity effects on sales volume in retail. The International Review of Retail, Distribution and Consumer Research, 18(1), 45-61. https://doi.org/10.1080/09593960701778077
  19. Hansen, R. A., & Deutscher, T.(1997). An empirical investigation of attribute importance in retail store selection. Journal of Retailing, 53(4), 59-72.
  20. Hwang, S. J., & Baek, S. R.(2009). The influence of impulse buying tendency, price, and scarcity message on apparel choice and purchase intention at the time of internet group buying. Journal of the Korean Society of Clothing and Textiles, 33(10), 1519-1529. https://doi.org/10.5850/JKSCT.2009.33.10.1519
  21. Jun, S. Y., Huh, J. H., & Kim, H. D.(2004). The effects of the type of scarcity message on consumer purchase intention. Journal of Korean Marketing Association, 19(2), 71-89.
  22. Jung, J. M., & Kellaris, J. J.(2004). Cross-national differences in proneness to scarcity effect: The moderating roles of familiarity, uncertainty avoidance, and need for cognitive closure. Psychology and Marketing, 21(9), 739-759. https://doi.org/10.1002/mar.20027
  23. Kim, I. E., Kang, Y. S., & Choi, M. Y.(2011). The influence of the consumers value and experience quality on the effects of scarcity message types. The Research Journal of the Costume Culture, 19(6), 1133-1149.
  24. Kruglanski, A. W., Thompson, E. P., Higgins, E. T., Atash, M. N., Pierro, A., & Shah, J. Y. (2000). To "do the right thing" or to "just do it": Locomotion and assessment as distinct self-regulatory imperatives. Journal of Personality and Social Psychology, 79, 793-815. https://doi.org/10.1037/0022-3514.79.5.793
  25. Lee, J. H., Kim, Y. J., & Sung, J. Y.(2010). Sales promotion strategy for restaurant using the scarcity message and regulatory focus. Korean Journal of Hotel Administration, 19(6), 77-97.
  26. Lee, M. C., Lee, H. D., & Kim, J. H.(2012). The influence of consumer's knowledge structure and scarcity message on the effects of brand alliance advertising. Advertising Research, 94, 39-69.
  27. Lyi, D. R., Lee, S. B., Kwak, H, J., Rook, D. W., & Fisher, R. J.(1997). Operationalization and normative effect of buying impulsiveness: A comparison between Korea and the United States. Korea Advertising Society, 8(1), 31-84.
  28. Lynn, M.(1992). Scarcity's enhancement of desirability: The role of naive economic theories. Basic and Applied Social Psychology, 13(1), 67-78. https://doi.org/10.1207/s15324834basp1301_6
  29. Mannetti, L., Leder, S., Insalata, L., Pierro, A., Higgins, T., & Kruglanski, A.(2009). Priming the ant or the grasshopper in people's mind: How regulatory mode affects inter-temporal choices. European Journal of Social Psychology, 39, 1120-1125. https://doi.org/10.1002/ejsp.601
  30. Orehek, E., Mauro, R., Kruglanski, A. W,, & van der Bles, A. M.(2012). Prioritizing association strength versus value: The influence of self-regulatory modes on means evaluation in single goal and multigoal contexts. Journal of Personality and Social Psychology, 102(1), 22-31. https://doi.org/10.1037/a0025881
  31. Park, E. J., & Kang, E. M.(2000). The effects of situation factors and consumption values on the impulse buying behaviors in apparel store. Journal of the Korean Society of Clothing and Textiles, 24(6), 873-883.
  32. Pierro, A., Giacomantonio, M., Pica, G., Kruglanski, A. W., & Higgins, E. T.(2011). On the psychology of time in action: Regulatory mode orientations and procrastination. Journal of Personality and Social Psychology, 101(6), 1317-1331. https://doi.org/10.1037/a0025943
  33. Pierro, A., Leader, S., Mannetti, L., Higgins, E. T., Kruglanski, A, W., & Aiello, A.(2008). Regulatory mode effects on counterfactual thinking and regret. Journal of Experimental Psychology, 44, 321-329.
  34. Rook, D. W., & Fisher, R. J.(1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22, 305-313. https://doi.org/10.1086/209452
  35. Snyder, C. R.(1992). Product scarcity by need for uniqueness interaction: A consumer catch-22 carousel?. Basic and Applied Social Psychology, 13, 9-24. https://doi.org/10.1207/s15324834basp1301_3
  36. Sohn, H. K., & Yoon, Y. S.(2012). Structural relationships between purchase situation variables, impulses to buy, impulse buying and loyalty. Korean Journal of Tourism Research, 27(1), 153-173.
  37. Stern, H.(1962). The significance of impulse buying today. Journal of Marketing, 26(4), 59-62. https://doi.org/10.2307/1248439
  38. Sung, H. S., & Han, S. L.(2010). Impulse buying behavioral model: The role of self-regulation mode, subjective wellbeing, social influence, and self-esteem. Proceeding of Autumn Annual Conference of Korea Distribution Association, 2010(11), 193-205.
  39. Sung, H. S., & Han, S. L.(2010). Self-regulatory mode effects on emotion and customer's response in failed services: Focusing on the moderate effect of attribution processing. Asia Marketing Journal, 12(2), 83-110.
  40. Verhallen, T. M. M., & Robben, H. S. J.(1994). Scarcity and preference: An experiment on unavailability and product evaluation. Journal of Economic Psychology, 15, 315-331. https://doi.org/10.1016/0167-4870(94)90007-8
  41. Verplanken, B., & Herabadi, A. G.(2001). Individual differences in impulse buying tendency: feeling and no thinking. European Journal of Personality, 15, 71-83. https://doi.org/10.1002/per.423
  42. Wright, R. A.(1992). Desire for outcomes that are more and less difficult to attain: Analysis in terms of energization theory. Basic and Applied Social Psychology, 13, 25-45. https://doi.org/10.1207/s15324834basp1301_4
  43. Yeo, J. S.(2005). Scarcity effects in marketing. Unpublished doctoral dissertation, Korea University, Seoul, Korea.
  44. Yeo, J. S., & Song, H. W.(2010). Effect of mental simulation on consumer response to innovative new product. Journal of Korean Marketing Association, 25(1), 25-47.

Cited by

  1. Influence of Self-Regulatory Resource and Self-Regulatory Modes on Fashion Product Purchase Intention vol.53, pp.5, 2015, https://doi.org/10.6115/fer.2015.043
  2. A Study on the Moderation Effect of Self-Regulatory Mode on the Influence of Demonstrative Ad. Appeal on Consumers’ Attitudes vol.12, pp.4, 2014, https://doi.org/10.18852/bdak.2014.12.4.123
  3. NEXT TIME IT MIGHT NOT BE HERE: EXPLORING MOTIVATIONS TO PURCHASE LIMITED EDITION FOOD AND BEVERAGE PRODUCTS vol.27, pp.1, 2014, https://doi.org/10.1080/10454446.2021.1884160