Exclusivity in online marketing communications

The ease of adapting and customizing content leads targeted promotions to be one of the most important strategies in online marketing. Online marketers use different strategies to attract consumers to their web shop, such as scarcity effects. A specific type of scarcity is exclusivity, in which only a selected group of people receives a promotion. This project examines the effectiveness of the use of online targeted promotions across cultures. Several cross-sectional studies are conducted in which diverse groups of online consumers participate. They are invited to buy electronic equipment, fashion clothes, or books in simulated online web shops. This cross-cultural comparison of online consumer behaviour not only enables us to unravel affective aspects (feel) and cognitive aspects (know) in decisions processes underlying behavioural intentions, that are important in online marketing communications.