@article{article_905996, title={What about the Post-Scarcity Period? The Latent Effects of Scarcity Promotions}, journal={Pazarlama ve Pazarlama Araştırmaları Dergisi}, volume={13}, pages={49–74}, year={2020}, author={Sözer, Edin Güçlü}, keywords={Kıtlık promosyonları,marka tutumu,satın alma niyeti}, abstract={The objective of this study is to measure the latent effects of scarcity promotions on brand attitude and purchase intentions. The experimental design includes the result of the attempt to benefit from scarcity promotion as the manipulated factor. The findings of the study confirm the positive influence of scarcity promotions. However, when consumers fail to benefit from the promotion due to the limited number of products offered, their brand attitude and purchase intention levels deteriorate. In case they make several attempts and still fail, they react even more negatively. Based on these findings, some practical implications are provided}, number={1}, publisher={Pazarlama ve Pazarlama Araştırmaları Derneği}