The study looked at how feeling like something is scarce affects how likely people are to buy things on impulse in fast fashion. They found that when people think something is scarce, they are more likely to buy it on impulse. Also, the fear of missing out plays a role in this relationship. The type of scarcity message (limited quantity or limited time) doesn't seem to make a big difference in how likely people are to buy things on impulse. This study helps us understand how scarcity affects our shopping habits in the fast fashion world.