HIGHLIGHTS
SUMMARY
One of the promotional strategies is scarcity cues (Huang et_al, 2020; Li et_al, 2021), which marketers use as signals of popularity, high demand, and uniqueness of the products they offer (Wu and amp; Lee, 2016). 17, No 1, Februari 2023 et_al, 2022; Nazlan et_al, 2018; Teubner and amp; Graul, 2020). Meanwhile, supply-based scarcity cues are a marketer`s policy regarding limited stock availability or limited service time service (Huang et_al, 2020; Li et_al, 2021). Previous research has documented the positive effects of scarcity cues on consumer purchasing decisions (Barton et_al, 2022; Gabler and . . .
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