Abstract
<jats:p>The objective of this study was to analyze the impact of limited-time offers (LTOs) on consumer purchase intention, considering the mediating effect of psychological reactance and perceived scarcity. The method consisted of two quantitative experimental studies: a structural model (n = 368) and a neuromarketing analysis (n = 40). Results show that LTOs increase purchase intention, but reactance acts as a stronger negative mediator than scarcity. Among the main findings, the desire for possession intensifies psychological reactance. The originality of the study lies in combining emotional and visual analyses to explain this phenomenon. The principal limitation is the application to a single product category. It is concluded that the effectiveness of LTOs depends on specific psychological factors and the type of product under consideration.</jats:p>