Short and sweet: Effects of pop-up stores’ ephemerality on store sales |
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| Institution: | 1. University of Goettingen, Platz der Goettinger Sieben 3, 37073, Goettingen, Germany;2. University of Oregon, 955 E. 13th Ave., Eugene, OR, 97403-1208, USA;1. Systems Science and Engineering, Cornell University, Ithaca, NY, 14 853, USA;2. Design and Environmental Analysis, College of Human Ecology, Cornell University, USA;3. School of Civil and Environmental Engineering, Cornell University, USA;1. Brandon University, Brandon, Manitoba, R7A6A9, Canada;2. Department of Marketing, School of Business, University of Queensland, St Lucia, QLD, 4067, Australia;1. Department of Geography and the Environment, University of North Texas, Denton, TX, 76201, USA;2. School of Retail Management, Ryerson University, Toronto, Ontario, M5B 2K3 |
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| Abstract: | Responding to increasing demand for ephemeral and experiential consumption, pop-up stores have developed into a preferred retail concept. By considering the juxtaposition of pop-ups’ non-sales focus and recent research finding experiential stores generating immediate store purchase, two experiments test how and when pop-ups’ distinguishing feature, ephemerality, affects purchases. We integrate commodity and regret theory to propose that store ephemerality boosts purchase of standard products for low-need-for-uniqueness (NFU) consumers as well as exclusive product purchases for high-NFU consumers. The implications for academic researchers and retail managers are discussed. |
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| Keywords: | Experiential store Ephemerality In-store purchase Pop-up Need for uniqueness |
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