营销实践中越来越多的信息开始通过手写体的形式传递。手写体可以赋予产品人的存 在感，多数研究表明该策略通常能够引发积极的营销效果。然而，本研究通过1项二手数据研究和 3项实验发现，由于感知稀缺会降低个体对他人的信任倾向，因此对于感知稀缺的消费者而言，包 装上印有手写体反而会比机器体导致更低的产品评价。首先，二手数据研究表明，与高感知稀缺相 关的主观收入水平与主观社会阶层，均对信任倾向具有负面影响。其次，实验1表明，对于感知稀 缺被操纵的被试而言，手写体比机器体引发了更低的产品评价。实验2证明，信任倾向是感知稀缺 发挥调节作用的内在机制：感知稀缺降低了个体对他人的信任倾向，而信任倾向进一步调节了字体 类型对产品评价的影响。实验3表明，产品使用场景可以调节感知稀缺的调节作用。仅当广告强调 产品为独自使用时，感知稀缺才能调节字体类型对产品评价的影响；而当强调产品用于与亲友分享 时，感知稀缺的调节作用则消失。

This research,using one secondary data analysis and three experiments,reveals that perceived scarcity reduces consumers'trust in others,which in turn moderates the effect of typeface on product evaluations.The secondary data analyses show that perceived scarcity is negatively related to trust in others.In Study 1,when perceived scarcity is not induced,hand- written typefaces lead to higher product evaluations than machine-wvritten typefaces.However,under conditions of perceived scarcity,hand-written typefaces result in lower product evaluations compared to machine-written typefaces.Study 2 further confirms that perceived scarcity diminishes trust in others,thus moderating the impact of typeface on product evaluations.Fi- nally,Study 3 shows that the product usage context influences this moderating effect:perceived scarcity only moderates the impact of typeface on product evaluations when the advertisement focuses on personal use,but this effect disappears when the emphasis is on sharing the product with family and friends.