Cross‐national differences in proneness to scarcity effects: The moderating roles of familiarity, uncertainty avoidance, and need for cognitive closure

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Product uniqueness as a driver of customer utility in mass customization (2008, background): “In brief, this theory states that perceived scarcity should augment the desirability of objects (Cialdini 1985; Lynn 1991; Jung and Kellaris 2004).”
Dark Patterns at Scale (2019, background): “‘Scarcity’ refers to the category of dark patterns that signal the limited availability or high demand of a product, thus increasing its perceived value and desirability [37, 55, 62, 69].”
‘Fear of Missing Out’ (FOMO) marketing appeals: A conceptual model (2019, background): “The ‘scarcity effect is a powerful social influence principle used by marketers to increase the subjective desirability of products’ (Jung and Kellaris 2004, 739); hence, marketers often seek to establish perceptions of scarcity via claims of exclusivity, excessive demand or often, ‘never to be…”
Scarcity effects on sales volume in retail (2008, background): “Jung and Kellaris (2004) also showed a positive effect of a scarcity signal, if customers were not familiar with the scarce product.”
The effects of product scarcity and consumers' need for uniqueness on purchase intention (2012, background): “Recent research has also found that limited supply results in higher desirability or purchase intent towards the product (Jung & Kellaris, 2004).”