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

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