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The multiple roles of scarcity in compliance: Elaboration as a moderator of scarcity mechanisms

机译：稀缺性在合规性中的多重作用：拟定稀缺性机制的主持人

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The effectiveness of scarcity as a compliance-enhancing strategy is well recognized by marketers and researchers alike. Less clarity exists, however, regarding the mechanism responsible for scarcity's effects. The traditional explanation is that scarcity operates as a "scarce-is-good" heuristic. Alternatively, commodity theory proposes that scarcity acts as a signal that more thought is required. The elaboration likelihood model provides a framework for reconciling these seemingly disparate points of view. It states that any variable can play multiple roles in decision-making and that the specific role depends on individuals' motivation and ability to process information. We tested whether scarcity operates differently at high and low levels of elaboration. Participants (N = 167) read about a study skills program that was either restricted or unrestricted in availability while under high or low cognitive load, then recorded their thoughts and intentions to complete the program. Results suggested that scarcity acted as a cue under low elaboration but acted as a biasing factor under high elaboration. These findings are the first to provide evidence that scarcity can play multiple roles in influencing compliance.
机译：市场营销人员和研究人员都充分认识到稀缺作为一种增强合规性策略的有效性。但是，关于造成稀缺性影响的机制的问题还不太清楚。传统的解释是，稀缺性是一种“稀缺即好”的启发式方法。另外，商品理论提出稀缺性是需要更多思考的信号。精心设计的可能性模型提供了一个调和这些看似完全不同的观点的框架。它指出，任何变量都可以在决策中扮演多个角色，并且具体角色取决于个人的动机和处理信息的能力。我们测试了稀缺性在详细程度的高低方面是否有所不同。参与者（N = 167）阅读了一项学习技能计划，该计划在高或低认知负荷下的可用性受到限制或不受限制，然后记录了他们完成该计划的想法和意图。结果表明，稀缺性在低复杂度下起提示作用，而在高复杂度下起偏见作用。这些发现是第一个提供证据证明稀缺性可以在影响合规性方面发挥多种作用的证据。

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