Abstract
This study investigates the effects of limited sales labels on product evaluation and purchase selections. In two experiments, a picture of a product, accompanied by a label, was presented to the participants. There were four types of labels: time-limited, quantity-limited, area-limited, and limit-irrelevant labels. The participants were asked to evaluate the attractiveness of each product (Experiment 1), and to choose the product they would like to purchase from two presented alternatives (Experiment 2). The results show that products paired with any type of limited-label are judged to be more attractive than those with limit-irrelevant-labels. Furthermore, in terms of purchase intentions, time-limited products were more frequently chosen than limit-irrelevant products, although no impacts on purchase selections were observed from the other two types of limited-labels. Accordingly, this paper discusses the effects of limited sales labels and their different types on product evaluation and purchase selection.
