Attractiveness of discount rate versus limited quantity: The moderating effect of temporal distance
Purpose - This paper aims to examine how the temporal distance can influence the effect of the scarcity message. To demonstrate this effect, the authors use the limited-quantity flash sales and compare two types of mixed promotion method comprising discount rate and limited quantity. Design/methodol...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2017-01-01
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| Series: | Asia Pacific Journal of Innovation and Entrepreneurship |
| Subjects: | |
| Online Access: | https://www.emeraldinsight.com/doi/pdfplus/10.1108/APJIE-12-2016-001 |
| _version_ | 1811262919941292032 |
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| author | Hye-Kyung Park Bong-Sup Shin Jong-Ho Huh |
| author_facet | Hye-Kyung Park Bong-Sup Shin Jong-Ho Huh |
| author_sort | Hye-Kyung Park |
| collection | DOAJ |
| description | Purpose - This paper aims to examine how the temporal distance can influence the effect of the scarcity message. To demonstrate this effect, the authors use the limited-quantity flash sales and compare two types of mixed promotion method comprising discount rate and limited quantity. Design/methodology/approach - The results of the experiment reveal that consumers in the temporally distant condition have a relatively high-level construal of the limited-quantity flash sales and are more likely to value desirability (discount rate) over feasibility (limited quantity). Findings - When the expected value is identical, consumers prefer limited-quantity flash sales with smaller limited quantity but higher discount rates. However, consumers in the temporally near condition have a relatively low-level construal of the limited-quantity flash sales and are more likely to value feasibility (limited quantity) over desirability (discount rate). Originality/value - When the expected value is identical, consumers prefer limited-quantity flash sales with lower discount rates but larger limited quantity. |
| first_indexed | 2024-04-12T19:35:20Z |
| format | Article |
| id | doaj.art-74ba61e460d74d1084e8713ede538ca2 |
| institution | Directory Open Access Journal |
| issn | 2071-1395 2398-7812 |
| language | English |
| last_indexed | 2024-04-12T19:35:20Z |
| publishDate | 2017-01-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Asia Pacific Journal of Innovation and Entrepreneurship |
| spelling | doaj.art-74ba61e460d74d1084e8713ede538ca22022-12-22T03:19:14ZengEmerald PublishingAsia Pacific Journal of Innovation and Entrepreneurship2071-13952398-78122017-01-0110112213310.1108/APJIE-12-2016-001589004Attractiveness of discount rate versus limited quantity: The moderating effect of temporal distanceHye-Kyung Park0Bong-Sup Shin1Jong-Ho Huh2Community Chest of Korea, Seoul, South KoreaDepartment of Global Management, Kyunghee Cyber University, Seoul, South KoreaDepartment of Business Administration, Seoul Women’s University, Seoul, South KoreaPurpose - This paper aims to examine how the temporal distance can influence the effect of the scarcity message. To demonstrate this effect, the authors use the limited-quantity flash sales and compare two types of mixed promotion method comprising discount rate and limited quantity. Design/methodology/approach - The results of the experiment reveal that consumers in the temporally distant condition have a relatively high-level construal of the limited-quantity flash sales and are more likely to value desirability (discount rate) over feasibility (limited quantity). Findings - When the expected value is identical, consumers prefer limited-quantity flash sales with smaller limited quantity but higher discount rates. However, consumers in the temporally near condition have a relatively low-level construal of the limited-quantity flash sales and are more likely to value feasibility (limited quantity) over desirability (discount rate). Originality/value - When the expected value is identical, consumers prefer limited-quantity flash sales with lower discount rates but larger limited quantity.https://www.emeraldinsight.com/doi/pdfplus/10.1108/APJIE-12-2016-001Limited-supply flash saleDiscount rateLimited quantityDesirability/feasibilityTemporal distance |
| spellingShingle | Hye-Kyung Park Bong-Sup Shin Jong-Ho Huh Attractiveness of discount rate versus limited quantity: The moderating effect of temporal distance Asia Pacific Journal of Innovation and Entrepreneurship Limited-supply flash sale Discount rate Limited quantity Desirability/feasibility Temporal distance |
| title | Attractiveness of discount rate versus limited quantity: The moderating effect of temporal distance |
| title_full | Attractiveness of discount rate versus limited quantity: The moderating effect of temporal distance |
| title_fullStr | Attractiveness of discount rate versus limited quantity: The moderating effect of temporal distance |
| title_full_unstemmed | Attractiveness of discount rate versus limited quantity: The moderating effect of temporal distance |
| title_short | Attractiveness of discount rate versus limited quantity: The moderating effect of temporal distance |
| title_sort | attractiveness of discount rate versus limited quantity the moderating effect of temporal distance |
| topic | Limited-supply flash sale Discount rate Limited quantity Desirability/feasibility Temporal distance |
| url | https://www.emeraldinsight.com/doi/pdfplus/10.1108/APJIE-12-2016-001 |
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