To analyze the effect of scarcity appeal advertising on consumer attitude and purchase intention on Master of Management (MM) at Airlangga Univesity (UNAIR) in Surabaya either directly or indirectly. The population were master of management students who haven’t bought CEO Talk products. This study used a sample of 150 respondents. The research variables were scarcity appeal in advertising, consumer attitude and purchase intention. The results showed that scarcity appeal in advertising had a significant effect on consumer attitude of CEO Talk products among MM UNAIR students, scarcity appeal in advertising had a significant effect on CEO Talk’s Purchase intention among MM UNAIR students and consumer attitude significantly affected the purchase intention of CEO Talk products among MM UNAIR students.
Keywords : Scarcity Appeal In Advertising, Consumer Attitude Dan Purchase Intention.