Brands often use scarcity appeals to promote sales. However, there is limited research
investigating how consumers react when they are unable to obtain items that are advertised …

Consumers often desire to become better versions of themselves. Reflecting this interest in
self-improvement, the marketplace offers consumers a wide range of products and services …

Although marketing offers with flexible price options within a range of two endpoints (ie,
range offers) have been frequently used in various contexts, such as discount ranges …

We explore the effectiveness of virtual influencers in promoting self-improvement products.
Four studies demonstrate that compared with human influencers, virtual influencers can …

To summarize thus far, Wu et al find that when God is salient, consumers display lower
interest in self-improvement products relative to when God is not salient. Eight studies …