Scarcity appeals in marketing have long captured the attention of scholars and practitioners, yet we know little about their effectiveness across different cultures. Drawing on cultural differences (i.e., self-concept, need for uniqueness, and susceptibility to normative influence), the authors investigate the impact of culture on the effectiveness of (demand- vs. supply-based) scarcity appeals. The authors also study the impact of product visibility while considering the moderating effect of culture on the effectiveness of scarcity appeals (demand- vs. supply-based). To do so, the authors conducted experimental research with participants from Pakistan and France. The authors find that (1) demand-based scarcity appeals were more effective than supply-based scarcity appeals in Eastern cultures, whereas the reverse was found in Western cultures; (2) such moderating role of culture was stronger for high-visibility products than for low-visibility products; and (3) the respective prevalence of interdependent (vs. independent) self-construal and its subsequent impact on susceptibility to normative influence and need for uniqueness mediated the moderating role of culture. The authors conclude by discussing the key theoretical contributions and managerial implications of these findings and suggesting future research directions.

Globally, transport is responsible for 23% of energy-related carbon dioxide emissions, and 80% of these emissions are attributable to road transport. Significant transformations - including extensive electrification of the sector - are necessary to achieve the climate change goals. To understand the new energy vehicle (NEV) policy research, we explore the status, knowledge base, and research frontiers of NEV policy research by studying 355 papers collected from the Web of Science Core Collection database. We map NEV policy research trends and knowledge structure development using knowledge domain technology and bibliometric techniques. The knowledge base analysis shows that (1) NEV policy formation and evaluation, (2) policy incentives and consumer adoption, and (3) consumer preferences towards NEV adoption are all essential knowledge foundations in NEV policy research and development. The efficiency of NEV policy, cost-effectiveness of alternative fuel vehicles (AFVs), consumer preferences for NEV adoption, hydrogen energy and fuel cell vehicles, climate policy and CO2 emissions are five main lines of research in NEV policy studies. With the highest publications from Tsinghua University, China is the most active country in NEV policy research. Energy Policy, Sustainability, and Journal of Cleaner Production are the core journals, and energy and fuels and environmental sciences are the core disciplines of NEV policy research. The findings of this analysis help policymakers and researchers to navigate the literature on NEV, provide a clear map of existing works, identify the gaps and recommend promising avenues for future studies.