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.