{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,7]],"date-time":"2026-02-07T12:59:42Z","timestamp":1770469182548,"version":"3.49.0"},"reference-count":52,"publisher":"Emerald","issue":"1","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2026,1,9]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>Online businesses are actively leveraging the powers of time scarcity aiming to increase engagement and boost sales. This study aims to explore how time-limited online promotions influence the purchasing behavior of a digitally savvy Generation Z.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>This study collects primary quantitative data through an online survey undertaken with Gen Z consumers. The efficacy of time-related online promotions is studied across four products (digital library service, online fashion retail, online learning platform and online travel agency).<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>The research findings show that the purchasing behavior of young consumers is better driven by the relevance and personal interest in a promoted product, rather than the limited timeframe itself. The research was conducted across four product categories, revealing that emotionally fulfilling experiential products generate greater arousal, which, in turn, is a significant determinant of purchase intention.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>This study offers innovative results, revealing that long-held approaches to time-scarcity applications in online retail may no longer appeal to Gen Z consumers. Businesses may benefit from applying time limits to more personalized precisely targeted offers, rather than using the technique as a primary overarching marketing strategy.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/yc-01-2025-2379","type":"journal-article","created":{"date-parts":[[2025,10,30]],"date-time":"2025-10-30T12:20:01Z","timestamp":1761826801000},"page":"67-86","source":"Crossref","is-referenced-by-count":1,"title":["Breaking the clock: rethinking time-scarcity promotions for Gen Z online consumers"],"prefix":"10.1108","volume":"27","author":[{"given":"Ana","family":"Brochado","sequence":"first","affiliation":[{"name":"Universidade Aberta , Lisbon, , and Centro de Estudos Sobre a Mudan\u00e7a Socioecon\u00f3mica e o Territ\u00f3rio, Instituto Universit\u00e1rio de Lisboa (ISCTE-IUL), Lisboa, Portugal","place":["Portugal"]}]},{"given":"Anastasiia","family":"Shynkarenko","sequence":"additional","affiliation":[{"name":"ISCTE-Instituto Universit\u00e1rio de Lisboa , Lisbon,","place":["Portugal"]}]}],"member":"140","published-online":{"date-parts":[[2025,10,7]]},"reference":[{"issue":"3","key":"2026010902374304300_ref001","doi-asserted-by":"publisher","first-page":"19","DOI":"10.2753\/JOA0091-3367400302","article-title":"Scarcity messages","volume":"40","author":"Aggarwal","year":"2011","journal-title":"Journal of Advertising"},{"issue":"2","key":"2026010902374304300_ref002","doi-asserted-by":"publisher","first-page":"99","DOI":"10.1086\/209553","article-title":"The effect of discount frequency and depth on consumer price judgments","volume":"26","author":"Alba","year":"1999","journal-title":"Journal of Consumer Research"},{"issue":"4","key":"2026010902374304300_ref003","doi-asserted-by":"publisher","first-page":"741","DOI":"10.1016\/j.jretai.2022.06.003","article-title":"Scarcity tactics in marketing: a meta-analysis of product scarcity effects on consumer purchase intentions","volume":"98","author":"Barton","year":"2022","journal-title":"Journal of Retailing"},{"issue":"5","key":"2026010902374304300_ref004","doi-asserted-by":"publisher","first-page":"841","DOI":"10.1086\/261957","article-title":"A theory of conformity","volume":"102","author":"Bernheim","year":"1994","journal-title":"Journal of Political Economy"},{"key":"2026010902374304300_ref005","volume-title":"A Theory of Psychological Reactance","author":"Brehm","year":"1966"},{"key":"2026010902374304300_ref006","doi-asserted-by":"publisher","first-page":"243","DOI":"10.1016\/B978-1-4832-3071-9.50016-7","volume-title":"Psychological Foundations of Attitudes","author":"Brock","year":"1968"},{"issue":"5","key":"2026010902374304300_ref007","doi-asserted-by":"publisher","first-page":"549","DOI":"10.1080\/09593969.2022.2098360","article-title":"Limited-time scarcity and competitive arousal in E-commerce","volume":"32","author":"Broeder","year":"2022","journal-title":"The International Review of Retail, Distribution and Consumer Research"},{"issue":"3","key":"2026010902374304300_ref008","doi-asserted-by":"publisher","first-page":"405","DOI":"10.1108\/JFMM-03-2023-0082","article-title":"The effect of perceived scarcity on impulse-buying tendencies in a fast fashion context: a mediating and multigroup analysis","volume":"28","author":"Cengiz","year":"2024","journal-title":"Journal of Fashion Marketing and Management: An International Journal"},{"issue":"10","key":"2026010902374304300_ref009","doi-asserted-by":"publisher","DOI":"10.6007\/IJARBSS\/v7-i10\/3387","article-title":"Validity and reliability of the instrument using exploratory factor analysis and Cronbach\u2019s alpha","volume":"7","author":"Chan","year":"2017","journal-title":"International Journal of Academic Research in Business and Social Sciences"},{"issue":"4","key":"2026010902374304300_ref010","doi-asserted-by":"publisher","first-page":"924","DOI":"10.1108\/APJML-03-2020-0187","article-title":"The drivers of desirability in scarcity marketing","volume":"33","author":"Chen","year":"2020","journal-title":"Asia Pacific Journal of Marketing and Logistics"},{"key":"2026010902374304300_ref011","volume-title":"Influence, New and Expanded: The Psychology of Persuasion (New and Expanded)","author":"Cialdini","year":"2021"},{"key":"2026010902374304300_ref012","doi-asserted-by":"crossref","DOI":"10.1007\/978-3-319-52250-0","volume-title":"Design and Analysis of Experiments","author":"Dean","year":"2017","edition":"2nd ed"},{"issue":"4","key":"2026010902374304300_ref013","doi-asserted-by":"publisher","first-page":"387","DOI":"10.1016\/j.ijresmar.2015.05.007","article-title":"What makes deal-of-the-day promotions really effective? 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