The downside of scarcity: Scarcity appeals can trigger consumer anger and brand switching intentions

Brands often use scarcity appeals to promote sales. However, there is limited research investigating how consumers react when they are unable obtain items that advertised using in terms of quantity. In two studies, experimental and correlational, we show who do not get the product associated (vs. not) have higher intentions switch competitor brands. This effect mediated by consumer anger. We present theoretical contributions on emotions (i.e., anger) discuss managerial implications can sometimes backfire lead switching other brands fail as