Influence of Soldout Products on Consumer Choice |
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Authors: | Xin Ge Paul R. Messinger Jin Li |
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Affiliation: | a School of Business, University of Northern British Columbia, Prince George, British Columbia, V2N 4Z9 Canada b Department of Marketing, Business Economics and Law, University of Alberta, Edmonton, Alberta, T6G 2R6 Canada c College of Business, North Dakota State University, Fargo, ND 58102-6050, United States |
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Abstract: | Consumers often face situations in which information about soldout products is still present in the decision context. This paper demonstrates that the presence of soldout products in the decision environment can prompt consumers to purchase available options and decrease choice deferral. This effect can be explained by two underlying decision processes. First, soldout products may create a sense of urgency for consumers to expedite their purchases, which the authors call an immediacy effect. Second, soldout products may enhance the perceived attractiveness of products similar to the soldout products, which the authors refer to as an informational cascades effect. |
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Keywords: | Soldout product Choice deferral Immediacy effect Informational cascades |
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