The Impact of Priming on Advertisement with Scarcity Appeals for Utilitarian Products

The final qualifying paper is set out on 72 pages in, including applications, in English. It consists of an introduction, two chapters, conclusion, applications and references. This paper examines the effect of priming on the use of scarcity claims in advertising messages for utilitarian products. The purpose of this work is to identify the boundaries of priming to improve the effectiveness of the advertising message through the elimination of the conflict between the regulatory focus of the consumer, the type of product and the message about the scarcity. In the first chapter, the theoretical framework is established. Also the model of relationships between the phenomena is derived. The second chapter describes in detail the design and research method, the results and conclusions. Recommendations for practice and future research are also provided. The present study contributes to the development of literature in terms of expanding knowledge in all discussed areas.