The Impact of Limited-Quantity Scarcity Messages on Consumer Aggression: Mediating Roles of Psychological States

Purpose: Using limited-quantity scarcity messages in marketing has proven to be beneficial. However, this frame message also has a negative effect. This study aims to investigate the impact of limited-quantity scarcity (LQS) messages on aggressive consumer behavior with the mediating roles of several consumer psychology variables. Design/methodology/approach: Data were collected from 427 Indonesian consumers and analyzed using structural equation modeling (SEM). Findings: The results showed that only perceived threat and brand jealousy were proven to be able to mediate the effect of LQS on aggression behavior. Additionally, hedonic-motivated consumers showed lower perceived threat when exposed to LQS than utilitarian consumers. However, in terms of perceived powerlessness, the statement is vice versa. Interestingly, both hedonic and utilitarian-motivated consumers feel more jealous of fellow consumers when they fail to obtain scarce products. Research limitations/implications: The outcomes of this study provide new theoretical implications to extend the literature on scarcity messages. Originality/value: This research revealed a novel connection, specifically for purchase intentions and consumer aggressiveness.