Advertisers attempt to impact purchasers through limited time offers by confining accessibility of items to a set number of clients, a constrained timeframe, or a particular section, subsequently making an impression of shortage. Such limited time intrigue of making an item or offer scarce is called as scarcity appeal. Writing recommends that individuals with high Need for uniqueness (NFU) lean toward scarce items, or possibly items which are draining quickly. Nonetheless, the connection between shortage of offers and the NFU has not been abundantly investigated.

The purpose of this study is to do a systematic review and meet the two objectives:

• to summarize the extant literature in Scarcity Appeal and Need for Uniqueness and
• to identify a few areas for future research.

The article focuses on theoretical foundations and frameworks which form the basis of scarcity appeal in the literature. Need for uniqueness borrows its foundation from different disciplines based on the research perspective. It identifies the motivational factors for consumer involvement in scarcity appeal and need for uniqueness creation and diffusion process and summarizes the findings of literature. It discusses the findings from literature review on importance and effects of scarcity appeal and need for uniqueness for marketing communications and marketing strategies. It gives noteworthy techniques to professionals and advertisers to propose how they can use shortage bid and requirement for uniqueness to improve execution, produce more deals and to speak with customers. At last, it examines the momentum status of research and proposes a couple of zones for future researchers.

KEYWORDS: Scarcity Appeal, Need for Uniqueness, Consumers, Purchase Intensions.