Limited-quantity promotion is an important marketing toolkit. In this paper, the functions and influence mechanism of future-oriented emotions induced by limited-quantity promotion were explored with a literature review based on the theory of goal oriented decision-making and sales promotion. And then, five psychological experiments were conducted to test a series of hypotheses, as well as the future-oriented emotion was classified into hope, anxiety, anticipated rejoice and anticipated regret, while the type of scarcity was classified into quantitative scarcity due to production and quantitative scarcity due to sales. Finally, the empirical results indicate that (1) The intensity of future-oriented emotions and purchase intention induced by two types of scarcity are remarkably different, and the impact of quantitative scarcity due to production is much stronger. (2) The product category plays a moderating role in the impact of types of scarcity. Particularly, the quantitative scarcity due to production is more applicable to sales promotion of conspicuous product, while quantitative scarcity due to sales is more suited to non-conspicuous product. (3) The quantity of scarcity can also moderate the impact caused by two types of scarcity with conspicuous products. In particular, quantitative scarcity due to sales will induce stronger hope, anxiety, anticipated regret and purchase intention in large quantity, whereas quantitative scarcity due to production would engender stronger hope, anxiety, anticipated rejoice and purchase intention in small quantity. (4) The result of linear regression confirms that, in the promotional situation of conspicuous product, hope, anxiety, anticipated rejoice and anticipated regret can affect subsequent purchase intention significantly. However, the result of multiple regression reveals that the impact hope exerts on purchase intention is most significant, followed by anticipated regret and anticipated rejoice, while anxiety is not significant.