Product Scarcity Strategy And Price Promotion To Purchase Intention: An Inverted U-Shaped Relationship

Product Scarcity Strategy And Price Promotion To Purchase Intention: An Inverted U-Shaped Relationship

The existing literature suggests that the scarcity signal is a crucial factor that determines consumer purchase intention. However, research inconsistencies regarding the direction of the relationship require more attempts to understand whether there is a possible inverted U-shaped relationship betw...

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Bibliographic Details
Main Authors: Harimurti Wulandjani, Supriadi Thalib, Dian Riskarini, Amelia Oktrivina
Format: Article
Language:English
Published: Universitas Tarumanagara 2023-06-01
Series:Jurnal Manajemen
Subjects:
scarcity signal; purchase intention; inverted u-shaped relationship; price promotion.
Online Access:https://www.ecojoin.org/index.php/EJM/article/view/1343

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