Open AccessProduct (Un)availability and Shopping Mind-set in Sequential Purchases
Author(s) -
Rafael Demczuk,
José Carlos Korelo,
Danielle Mantovani,
Paulo Henrique Müller Prado
Publication year - 2020
Publication title -
consumer behavior review
Language(s) - English
Resource type - Journals
ISSN - 2526-7884
DOI - 10.51359/2526-7884.2020.245300
Subject(s) - unavailability , product (mathematics) , purchasing , marketing , set (abstract data type) , business , constructive , perspective (graphical) , advertising , process (computing) , stock (firearms) , computer science , mathematics , engineering , mechanical engineering , statistics , geometry , artificial intelligence , programming language , operating system
Drawing on consumer choice process and implementation theory, this study investigates how product (un)availability influences consumers shopping mind-set and the likelihood of purchasing a second unrelated product. Two studies were applied using a single factor experimental design with two conditions (product: availability vs. unavailability) on consumer’ purchase intention. The results demonstrate when the product is out-of-stock (i.e., unavailable) the propensity to purchase a second unrelated product is higher, compared to when the first product is available for purchase. This study contributes to the literature of the constructive choice process showing that product unavailability does not reduce the shopping implementation. Once a choice is made but not performed, consumers will try to implement their purchase intention in subsequent options. From a managerial perspective, this study provides possibilities for managers to redirect the shopping implementation to alternative options.