The effect of incidental out-of-stock options on preferences
Source: Marketing Letters, Volume 20, Number 2, June 2009 , pp. 197-208(12)
Abstract:While evaluating options for purchase, consumers often become aware that other, previously unconsidered options are no longer available. In a series of studies, we demonstrate that such incidental and de facto irrelevant out-of-stock options significantly increase purchase likelihood of target options consumers are considering for purchase. We find evidence that this effect occurs because out-of-stock options provide reasons for choice of target options, by showing that increases in purchase likelihood of target options are limited to consumers who rely on the out-of-stock option to justify choice of the target. We test several alternative explanations and further demonstrate that out-of-stock options increase purchase likelihood only when the perceived risk of the decision is relatively low.
Document Type: Research Article
Affiliations: 1: Department of Marketing and IB, Baruch College, The City University of New York, Box 12-240, One Bernard Baruch Way, New York, NY, 10010, USA, Email: email@example.com 2: St. John’s University, Queens, NY, USA
Publication date: 2009-06-01