In this study, the type of sales promotion in which goods are sold or provided free of charge under the condition of purchase history above a certain level is defined as limited-qualification scarcity message and is compared with limited-quantity scarcity message. The limited-qualification message has similar characteristics to brand goods or limited edition gifts, but by adding a purchase history condition, the characteristics of the customer compensation program can be strengthened. And unlike existing scarcity message studies that have focused on improving purchase intention through scarcity induction, this study tried to approach it from the perspective of customer relationship management. Scarcity messages can induce brand attitude improvement. Two survey-based experiments were conducted for the hypotheses test. The results showed that not only the limited-quantity message but also the limited-qualification message could induce a perception of scarcity and that the recognition of special treatment benefits occurred in both message types. It was also shown that the two types of scarcity messages contributed to the improvement of brand attitude through the mediation of special treatment benefits. In addition, it was confirmed that the level of brand attachment or purchase frequency moderated the effect of special treatment benefits on the improvement of brand attitude. The special treatment benefit had a greater effect on the improvement of brand attitude in the group with high brand attachment or purchase frequency compared to the group with low brand attachment or purchase frequency. When the scarcity perception level was similar, qualification-limited message was superior to the quantity-limited message in terms of improving brand attitude.