Can scarcity of products promote or restrain consumers' word-of-mouth in social networks? The moderating roles of products' social visibility and consumers' self-construal

Abstract The present research explores the positive and potential negative influence that product scarcity has on consumers' word-of-mouth willingness in social networks. Based on a pilot study and three experiments, this paper reveals that the interpersonally oriented social visibility of scarce products has an inverted “U” type influence on consumers' perceived utility. When a product has a higher social visibility in one's interpersonal network, the positive impact of scarcity on consumers' word-of-mouth is weakened. Afterwards, the positive influence of scarcity on consumers' word-of-mouth in social networks is mediated by assertive impression management and the conversational value of products. The moderating effect of products' social visibility on the relationship between product scarcity and consumers' word-of-mouth willingness is affected by consumers' self-construal. In the case of interdependent (vs. Independent) self-construal consumers, the moderating effect of social visibility of products is stronger. In the specific case of products that have higher social visibility, the scarcity of products will negatively influence the word-of-mouth willingness of consumers with interdependent self-construal.