The impact of promotions on consumer choices and preferences in out-of-stock situations |
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| Authors: | Jana Luisa Diels Nicole Wiebach Lutz Hildebrandt |
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| Affiliation: | 1. Bordeaux Management School, 680 Cours de la Libération, 33405 Talence Cedex, France;2. Groupe ESC La Rochelle, 102 rue des Coureilles, 17024 La Rochelle Cedex, France;1. Skema—Univ Lille Nord de France, F-59000 Lille, France;2. Skema Business School, Avenue Willy Brandt, 59 777 Euralille, France;3. Aix Marseille Université, IAE Aix en Pce, CERGAM et Groupe INSEEC 13590 Meyreuil, France;1. Dipartimento di Economia, Università degli Studi di Parma, via Kennedy 6, I-43125 Parma, Italy;2. Dipartimento di Scienze Economiche e Sociali, Università Cattolica del Sacro Cuore, Piacenza, Italy;3. Dipartimento di Economia, Università degli Studi di Parma, Parma, Italy;1. Wageningen University, Operations Research and Logistics Group, Wageningen, The Netherlands;2. Universidad de Málaga, Computer Architecture, Málaga, Spain;3. TI Food and Nutrition, Nieuwe Kanaal 9A, 6709 PA Wageningen, The Netherlands;1. Department of Economics, University of Alberta, Edmonton, Alberta, Canada T6G 2H4;2. Economic Analysis and Forecasting, Bombardier Aerospace, 123 Garratt Boulevard, N16-11, Toronto, Ontario, Canada M3K 1Y5 |
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| Abstract: | Out-of-stock is a prevalent problem in retailing, particularly for promoted products. This research analyzes customers' substitution decisions in out-of-stock situations by accounting for the specific impact of promotions. The results of two studies demonstrate that substitution patterns are context-dependent and change contingent on the relative positions of the promoted and the respective unavailable product. Specifically, preferences shift according to a reversed similarity effect, which is, however, reduced for stock-outs of promoted items. If a similar substitute is on sale, the effect is increased. For promoted dissimilar substitutes, the effect is offset by the simultaneous occurrence of an attraction effect. The results lead to important theoretical and managerial implications. |
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| Keywords: | Out-of-stock Context effects Phantoms Promotion Consumer decision making |
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