The impact of promotions on consumer choices and preferences in out-of-stock situations

Diels, Jana Luisa; Wiebach, Nicole; Hildebrandt, Lutz

doi:10.1016/j.jretconser.2013.04.009

Cited by 18 publications

(8 citation statements)

References 37 publications

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“…The findings are also in line with previous findings in brand and consumer decision making studies (Matsatsinis & Samaras, 2000;Murthi & Rao, 2012;Venkatraman, et al, 2012;Diels, Wiebach, and Hildebrandt, 2013;Romani, Grappi, & Dalli, 2012).The results of this study provide support for the concept that brand variable effects consumer's preferences. The SEM results of this study revealed that the hypothesis one (H1) has a statistically significant relationship with a positive regression coefficient of .28.…”

Section: Discussionsupporting

confidence: 91%

Effects of Brand on Consumer Preferences: A study in Turkmenistan

Işık¹,

Yaşar²

2015

EJBE

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Section: Discussionsupporting

confidence: 91%

Effects of Brand on Consumer Preferences: A study in Turkmenistan

Işık¹,

Yaşar²

2015

EJBE

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“…A majority of the studies that have focused on or incorporated a product outage simply asked research participants to react to a single verbal stimulus representing the outage. That is, they either used the term “out‐of‐stock” (e.g., Diels et al, ; Huang & Zhang, , Study 1; Peinkofer, Esper, Smith, & Williams, ; Peinkofer et al, ), “sold out” (e.g., Ge et al, ; Huang & Zhang, , Study 3), or “available or not available” (e.g., Fitzsimons, ).…”

Section: Foundational Literaturementioning

confidence: 99%

“…The present research addressed the question of whether the manner in which a product outage is framed in an online context influences consumers' behavioral intentions and attributions regarding the product as well as perceptions of it and the offering website. Finally, prior research has tended to focus on a single product outage communication—“out‐of‐stock” (e.g., Diels, Wiebach, & Hildebrandt, ), “sold out” (Ge, Messinger, & Li, ), or “unavailable” (Fitzsimons, )—by examining whether the manipulation of this condition was linked to various outcomes. As an alternative to previous research, the present study involved a direct comparison of three product outage communications—an “out‐of‐stock” communication versus a “sold out” communication versus an “unavailable” communication—on outcome variables in an online retailing context.…”

Section: Introductionmentioning

confidence: 99%

Out‐of‐stock, sold out, or unavailable? Framing a product outage in online retailing

Peterson

Kim

Jeong

2019

Psychology and Marketing

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Terms, such as "out-of-stock," "sold out," and "unavailable" are commonly used by retailers to communicate a product or brand outage. Although these terms are technically equivalent, prior research on product outage and product scarcity suggest that they may be interpreted and processed differently by consumers. The present research investigated whether the manner in which a product outage was framed elicited different consumer behavioral intentions, attributions, and perceptions in the context of online retailing. Data were collected by means of an online experiment.The experiment incorporated a hypothetical scenario approach in which research participants were asked to react to a particular combination of treatment and blocking factors. Results demonstrated that ceteris paribus, framing a product or brand outage as "sold out" produces fewer negative product and website reactions than does framing it as "out-of-stock" or "unavailable."framing effect, online retailing, out-of-stock, product outage, sold out, unavailable 1 | INTRODUCTION Preliminary figures from Statista indicate that retail e-commerce sales in the U.S. were estimated to be a minimum of $547 billion in 2019 and were projected to grow to $740 billion by 2023. 1 Since product and brand outages (hereafter "product outages") are inevitable from time to time, it is imperative that online retailers strategically confront such occurrences and appropriately communicate the availability of products and brands that they market, not only to maximize sales but also to properly provide customers and potential customers with information that they can use to make informed purchase decisions.Out-of-stock, sold out, or unavailable? Retailers, and especially e-retailers or online retailers, use terms, such as these to communicate a product outage to potential purchasers. For example, brief perusal of the internet reveals a ToysRus website that lists a particular Rallye bicycle as "out-of-stock." Simultaneously, a Sennheiser headphone is "currently unavailable" on Amazon, and a Facebook post states that a Keenan McKenzie CD is "sold out." Product outage is a common occurrence and an endemic problem, especially for holidays (e.g., Christmas), promotional sales days (e.g., Black Friday), and newly released items (e.g., Apple iphone). 2 The consequences of inventory shortages are a significant setback for retailers in both tangible (reduced revenue and loss of profit) and intangible (decreased customer satisfaction and loyalty) ways (e.g., Breugelmans, Campo, &

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“…Alguns estudos apontam que os consumidores sempre dão respostas a campanhas de desconto (DAVIS; IN-MAN;MCALISTER, 1992;NIJS et al, 2001;TAYLOR;NESLIN, 2005). Promoções voltadas para preços são baseadas em incentivos transacionais, que proporcionam recompensas imediatas e benefícios utilitários (CHAN-DON et al, 2000;KWOK;UNCLES, 2005 BUCKLIN, 1989;EHERENBERG et al, 1994;GEDENK;NESLIN, 1999;PAUWELS et al, 2004). Em relação às promoções não voltadas para preço, autores observam um efeito mais positivo, em longo prazo, para marca/produto ofertado (BAWA; SHOEMAKER, 1987;ESTEBAN-BRAVO et al, 2009).…”

Section: Promoção Monetária Versus Promoção Não Monetáriaunclassified

“…Os estudos relativos à perfomance das campanhas promocionais iniciaram em periódicos seminais e podem ser vistos atualmente nos debates do mainstream de marketing (LOWE;BARNES, 2012;DIELS et al, 2013;BUIL et al, 2013;LARAN;TSOIRUS, 2013;HORVÁTH;FOK, 2013), inclusive nos principais periódicos do Brasil (SANTINI et al, 2015a. SANTINI et al, 2015bSANTINI et al, 2015c),.…”

Section: Introductionunclassified

Percepção de marca e consumo conspícuo: análise do efeito moderador campanha promocional

et al. 2016

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ResumoAs campanhas promocionais podem ser divididas em monetárias e não monetárias. Estas podem agir como moderadoras na intenção de compra. Nesse contexto, o presente estudo tem o objetivo de analisar os efeitos moderadores do tipo de promoção nas relações entre consumo conspícuo e percepção de marca na intenção de compra de um produto em oferta. Para isso, foi realizada uma pesquisa experimental de laboratório com 303 pessoas, simulando a intenção de compras em netbook que estavam em oferta. Os resultados apresentam uma discussão da promoção monetária e não monetária agindo como moderadores na percepção da marca e na predisposição ao consumo conspícuo. Com relação à percepção da marca, não se recomenda a utilização, em demasia, de campanhas monetárias, como é o exemplo de desconto, em marcas tradicionalmente reconhecidas, pois isso poderá acarretar, em longo prazo, depreciação da imagem. Além disso, as campanhas não monetárias, possivelmente, não trarão esses efeitos negativos, considerando que essas ações agregarão valor original ao produto, sem manipular o preço tradicional.Palavras-chave: Promoção de Vendas Monetária. Promoção de Vendas não Monetária. Marca. Consumo Conspícuo. AbstractThe promotional campaign can be divided into monetary and non-monetary. These can act as moderators in purchase intent. In this context, this study aims to analyze the moderating effects of the type of promotion in the relations between conspicuous consumption and brand perception in the intention to purchase a product on offer. For this, we applied a laboratory experimental survey of three hundred and three respondents, with simulating the intention of netbook purchases that were on offer. The results present a discussion of monetary and non-monetary promotion acting as moderators in brand awareness and predisposition to conspicuous consumption. With regard to brand awareness, it is not recommended to use too much of monetary campaigns, as is the case off, in traditionally recognized brands, because it may cause in the long run, a depreciation of the image. On the other hand, the non-monetary campaigns possibly not bring these negative effects, whereas these actions will add unique value to the product, without manipulating the traditional price.

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The impact of promotions on consumer choices and preferences in out-of-stock situations

Cited by 18 publications

References 37 publications

Effects of Brand on Consumer Preferences: A study in Turkmenistan

Effects of Brand on Consumer Preferences: A study in Turkmenistan

Out‐of‐stock, sold out, or unavailable? Framing a product outage in online retailing

Percepção de marca e consumo conspícuo: análise do efeito moderador campanha promocional

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