Abstract:

This paper aims to study the impact of scarce perception on consumers purchase intentions, and further research on the effects of narcissism and advertisement information. Results showed that: scarce perception on consumers purchase intention has great positive effect; significant narcissism regulation: consumers with high degree narcissism have strong purchase intention on limited supply of products, consumers with low degree narcissism have strong purchase intention on excess needs of products; advertising information focus has different of regulation role for different degrees of narcissism consumers: consumers with high narcissism degree have strong purchase intention on product of rendering upgrade target of advertising information, the Low levels have strong purchase intention on products of preventing targeted of advertising. Therefore companies should make appropriate marketing strategy according to these characteristics in order to better play the role of rare perception in consumers ' buying decision.

Key words: scarce perception, information regulation focus, narcissism