"Impulse buying is a critical and widespread phenomenon in consumer behavior and is considered a pervasive and distinctive aspect of consumers' lifestyles in the USA (Nguyen, et al., 2003).To increase their revenue, retailers make efforts to encourage consumers to make impulse purchases through point-of-purchase displays, price reduction promotions or coupons (Abratt & Goodey, 1990). A scarcity appeal, one powerful selling tactic for retailers, has not been tested as an in-store stimuli to assess whether it could increase impulsive purchasing. This study suggests that providing an in-store promotion under a scarcity condition will increase consumer's impulsive buying and uncover mechanisms that explain this purchase behavior... " -- Abstract.
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