Flash Sales - Only A Few Left, Limited Time Offers and Scarcity’s Influence on Consumer Buying Behavior.

ABSTRACT This study investigates the psychological impact of limited-time offers and scarcity marketing on consumer anxiety and purchasing behaviour. The analysis reveals that these tactics effectively drive impulse purchases, with a significant portion of respondents reporting feelings of pressure and stress when exposed to scarcity messaging. Despite widespread skepticism toward these tactics, many consumers continue to seek out limited-time deals, highlighting their effectiveness in creating a sense of urgency and influencing purchasing decisions. The findings suggest that while scarcity marketing is successful in driving sales, it can also lead to negative emotional outcomes such as anxiety and regret. The study's results from linear regression and ANOVA analyses indicate that the relationship between scarcity marketing and consumer anxiety is complex, influenced by various factors beyond just the frequency of impulse purchases. Key implications for businesses include the need to balance the use of scarcity marketing with ethical considerations to maintain consumer trust and avoid negative brand perceptions. Future research directions should focus on adapting scarcity marketing to be more consumer-friendly and sustainable. Key Words: Scarcity Marketing, Consumer Anxiety, Impulse Purchases, Ethical Marketing, Digital Commerce.