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

Abstract

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 when it comes to quantity-based message unavailability, where messages can only be accessed a limited number of times. The rise of social media platforms promoting limited access messages is a timely call for research in this dimension to allow marketers and advertisers to formulate effective message strategies. Adopting the commodity theory and the heuristic-systematic model of persuasion, this study examines quantity-based message unavailability and its influence on message effects such as persuasion, as well as the information processing routes prioritized. In addition, we propose message involvement as a moderating factor for the above mentioned relationships. In our experiment, subjects were exposed to a message with varying expectations of quantity-based message unavailability. After the message was shown, a survey was administered to determine message effects such as message credibility, thought favorability, message recall, and persuasion. The study found no significant relationship between quantity-based message unavailability and message effects. The study also found no significant relationship between quantity-based message unavailability and the prioritization of systematic processing. Finally, the study found no significant moderating effects of message involvement.