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Consumer Response to Stockouts

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  • Fitzsimons, Gavan J
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    Abstract

    Consumer responses to stockouts, both in terms of consumer satisfaction with the decision process and in terms of subsequent store choice behavior, are explored. Four laboratory experiments involving stockouts in a consumer choice context are run. The results suggest that consumer response to stockouts is driven in large part by two factors: the effect of a stockout on the difficulty of making a choice from the set and the degree of personal commitment to the out-of-stock alternative. The results show that personal commitment to an out-of-stock choice option is a function of preference for the option, whether the option is included in the consumer's consideration set, and the degree to which the stockout announcement is personally directed. As personal commitment to the out-of-stock option increases, consumers react substantially and negatively to the stockout they report lower satisfaction with the decision process and show a higher likelihood of switching stores on subsequent shopping trips. However, under conditions in which personal commitment to the out-of-stock option is low and the stockout leads to a decrease in the difficulty of making a product selection, consumer response to the stockout can actually be positive. Copyright 2000 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 27 (2000)
    Issue (Month): 2 (September)
    Pages: 249-66

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    Handle: RePEc:ucp:jconrs:v:27:y:2000:i:2:p:249-66

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Lauren S. Carroll & Mathew P. White & Sabine Pahl, 2011. "The impact of excess choice on deferment of decisions to volunteer," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 6(7), pages 629-637, October.
    2. Jih-Jeng Huang, 2012. "Further explanations for context effects: a perspective of ideal and reference points," Quality & Quantity: International Journal of Methodology, Springer, vol. 46(1), pages 281-290, January.
    3. Avi Goldfarb, 2006. "The medium-term effects of unavailability," Quantitative Marketing and Economics, Springer, vol. 4(2), pages 143-171, June.
    4. Katsuhiko Shimizu, . "New Strategy Implementation and Learning: Importance of Consensus," Working Papers 0034, College of Business, University of Texas at San Antonio.
    5. Haans, A.J. & Gijsbrechts, E., 2011. "One-deal-fits-all?: On category sales promotion effectiveness in smaller versus larger supermarkets," Open Access publications from Tilburg University urn:nbn:nl:ui:12-4643292, Tilburg University.
    6. Hsuan-Hsuan Ku & Chien-Chih Kuo & Wei-Luen Fang & Ya-Wen Yu, 2014. "The impact of retail out-of-stock options on preferences: The role of consumers’ desire for assimilation versus differentiation," Marketing Letters, Springer, vol. 25(1), pages 53-66, March.
    7. Pechtl, Hans, 2011. "Die Präferenzwirkung nicht-verfügbarer Alternativen: Der Phantomeffekt," Wirtschaftswissenschaftliche Diskussionspapiere 01/2011, Ernst Moritz Arndt University of Greifswald, Faculty of Law and Economics.
    8. Campo, Katia & Gijsbrechts, Els & Nisol, Patricia, 2004. "Dynamics in consumer response to product unavailability: do stock-out reactions signal response to permanent assortment reductions?," Journal of Business Research, Elsevier, vol. 57(8), pages 834-843, August.
    9. Rosato, Antonio, 2013. "Selling Substitute Goods to Loss-Averse Consumers: Limited Availability, Bargains and Rip-offs," MPRA Paper 47168, University Library of Munich, Germany.
    10. Christopher T. Conlon & Julie Holland Mortimer, 2013. "Efficiency and Foreclosure Effects of All-Units Discounts: Empirical Evidence," NBER Working Papers 19709, National Bureau of Economic Research, Inc.
    11. Makoto Watanabe, 2012. "Middlemen: A Directed Search Equilibrium Approach," Tinbergen Institute Discussion Papers 12-138/V, Tinbergen Institute.
    12. David A. Matsa, 2011. "Running on Empty? Financial Leverage and Product Quality in the Supermarket Industry," American Economic Journal: Microeconomics, American Economic Association, vol. 3(1), pages 137-73, February.
    13. Hübner, Alexander H. & Kuhn, Heinrich, 2012. "Retail category management: State-of-the-art review of quantitative research and software applications in assortment and shelf space management," Omega, Elsevier, vol. 40(2), pages 199-209, April.
    14. Kolias, Georgios D. & Dimelis, Sophia P. & Filios, Vasilios P., 2011. "An empirical analysis of inventory turnover behaviour in Greek retail sector: 2000-2005," International Journal of Production Economics, Elsevier, vol. 133(1), pages 143-153, September.
    15. Makoto Watanabe, 2012. "Middlemen: A Directed Search Equilibrium Approach," Tinbergen Institute Discussion Papers 12-138/V, Tinbergen Institute.
    16. Liberopoulos, George & Tsikis, Isidoros & Delikouras, Stefanos, 2010. "Backorder penalty cost coefficient "b": What could it be?," International Journal of Production Economics, Elsevier, vol. 123(1), pages 166-178, January.
    17. Bayle-Tourtoulou, Anne-Sophie & Laurent, Gilles & Macé, Sandrine, 2006. "Assesing the frequency and clauses of out-of-stock events through store scanner data," Les Cahiers de Recherche 830, HEC Paris.
    18. Thomas Kramer & Ryall Carroll, 2009. "The effect of incidental out-of-stock options on preferences," Marketing Letters, Springer, vol. 20(2), pages 197-208, June.
    19. Simona Botti & Susan Broniarczyk & Gerald Häubl & Ron Hill & Yanliu Huang & Barbara Kahn & Praveen Kopalle & Donald Lehmann & Joe Urbany & Brian Wansink, 2008. "Choice under restrictions," Marketing Letters, Springer, vol. 19(3), pages 183-199, December.
    20. Sloot, L.M. & Verhoef, P.C. & Franses, Ph.H.B.F., 2002. "The impact of brand and category characteristics on consumer stock-out reactions," ERIM Report Series Research in Management ERS-2002-106-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.

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