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Scarcity marketing is a common strategy in which products are presented as limited to
influence consumer behavior. However, in high-involvement sectors such as airlines, its impact
on consumer perception is not fully understood. This research explores how two types of scarcity
appeals - demand-based (“selling fast”) and supply-based (“only a few left”) - affect consumer
decision-making, specifically in terms of consumer responses and brand perception.
This study evaluates the differential effects of scarcity framing while considering the mediating
role of perceived trustworthiness and the moderating influence of consumer awareness of
marketing tactics. While scarcity has traditionally been linked to increased desirability, this
research shows a more complex picture. Demand-based appeals can lower purchase motivation
due to perceived manipulation, whereas supply-based appeals can harm brand perception without
significantly affecting purchase likelihood.
These findings highlight the critical role of perceived trust in shaping consumer reactions to
scarcity tactics. This study extends existing marketing literature by demonstrating how the
framing of scarcity and the context in which it is presented can produce varied consumer
responses. The insights offer practical guidance for marketers, particularly in high-stakes
industries, on designing effective scarcity messages that avoid potential negative effects.
