The role of demand‐based scarcity appeals in promoting cultured meat

Abstract

Abstract A significant barrier to the adoption of cultured meat is perceptions of the product as risky. Across three experimental studies, we show that scarcity appeals that are demand‐based constitute an effective strategy for promoting cultured meat because of their negative influence on perceptions of risk. In study 1, we show that a demand‐based scarcity appeal is more effective than a supply‐based scarcity appeal (or no scarcity appeal) for promoting cultured meat and that this effect is mediated by consumer perceptions of risk. In study 2, we show that the effect of the type of scarcity appeals on perceptions of risk is moderated by perceived naturalness. In particular, we show that demand‐based scarcity appeals are especially effective when targeted at consumers who consider cultured meat unnatural. In study 3, we retest our moderated mediation model and show that it is corroborated by employing new stimuli and measures. We contribute to the literature on factors that have a nuanced impact on the acceptance of cultured meat as well as to the academic literature on advertising appeals and social norms. Our findings also offer insights for managers on crafting marketing communications that reduce perceptions of risk associated with cultured meat.