It's not there,I love it! How relevance to objective needs of an unavailable item impacts emotions,store image,and behavior |
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| Affiliation: | 1. Faculty of Agriculture, Food and Environmental Sciences – Department of Agricultural and Food Economics, Piacenza Campus, Via Emilia Parmense, 84, 29121, Piacenza, Italy;2. Faculty of Economics and Law | Department of Economic and Social Sciences, Piacenza Campus, Via Emilia Parmense, 84, 29121, Piacenza, Italy;3. Department of Economics and Management, Via J.F. Kennedy, 6, 43125, Parma, Italy;1. Department of Economics, Management and Business Law, University of Bari Aldo Moro, Largo Abbazia Santa Scolastica 53, 70124, Bari, Italy;2. Department of Engineering, University of Perugia, Via G. Duranti 93, 06125, Perugia, Italy;3. Department of Management, Kozminski University, Jagiellonska 57/59 Warsaw, Poland;4. Department of Management, Università di Bologna – Alma Mater Studiorum, Via Capo di Lucca 34, 40126, Bologna, Italy;5. HEC Montreal, Canada;1. Visual and Cognitive Neuroscience Laboratory (VCN Lab), Department of Psychology, Faculty of Social Sciences and Humanities, Ariel University, Ariel, Israel;2. Navigation and Accessibility Research Center of Ariel University (NARCA), Ariel, Israel;3. Department Marketing, Audencia Business School, Route de la Jonelière 8, 44312, Nantes, France;4. Human Factors Engineering & Cognitive Sciences Laboratory, The Department of Industrial Engineering & Management, Ariel University, Ariel, Israel |
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| Abstract: | We use a simulated online fashion store to investigate how stock-outs with different levels of relevance to objective needs and product preference impact emotions, store image, and number of items bought. We find that stock-outs of most preferred products, that are relevant to consumers’ needs, lead to negative emotions, a lower store image and a discouragement to buy. We also find that stock-outs of most preferred products, that are not relevant to objective needs, lead to positive emotions and a higher store image. Surprisingly, stock-outs of less preferred products, that are relevant to objective needs, encourage consumers to buy more. |
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| Keywords: | Stock-outs Emotions Online shopping experiment |
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