The role of scarcity promotion and cause-related events in impulse purchase in the agricultural product live stream

HIGHLIGHTS

SUMMARY

Negative facial expressions in advertisements for poverty alleviation agricultural products can trigger higher purchase intention by evoking consumers` greater ­guilt24. Study 1a verifies that scarcity promotion promotes consumers` impulse purchase intention by stimulating consumers` arousal, in which arousal plays a complete mediate role. Scarcity promotion provides consumers with an urgent situation, the perceived time and competitive pressure will increase consumers` arousal, limit the distribution of attention, and make it easier to buy impulsively. Study 1b verifies that the cause-related events can enhance consumers` impulse purchase intention by provoking consumers` moral elevation, in which . . .

 



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