The scarcity promotions of Big Billion Day in India, Boxing Day sales in the UK and Black Friday sales in the US, point to negative sentiments, frightening moments, violence, and even incidents of shooting leading to death. These promotions delight the few who can take advantage but
trigger a negative experiential journey for the majority. In the past, negative emotions were neglected as an object of research. Prior literature on the dark side of scarcity promotions affirmed the presence of aggression in general. This research advances a step further by: (1) highlighting
the presence of instrumental aggression rather than aggression in general, during promotions; (2) providing a conceptual framework for a negative experiential journey; and (3) defining aggression in a consumption context during scarcity of resources which are not necessary for survival (e.
g., luxury goods) as opposed to survival resources (e.g., food or water). The study conceptualises the customer's negative experiential journey, uncovers the underlying causal mechanisms and customer response strategies, and provides recommendations for firms to inhibit aggression. For practitioners,
we recommend displaying equal numbers of promotional and explanatory leaflets.