“…By examining cannibalization and cross‐cannibalization effects, through several behavioral experiments that incorporate product condition, discount, and brand variables, we answer this question and also extend current theory. In particular, prior studies tend to investigate refurbishing strategies in monopolistic settings, using factors such as product category/type (Abbey, Meloy, et al, 2015; Guide Jr & Li, 2010; Zhou & Gupta, 2020), seller identity (Agrawal, Singh, et al, 2015; Esenduran et al, 2020; Subramanian & Subramanyam, 2012), product condition (Neto et al, 2016), brand equity (Agrawal, Singh, et al, 2015), perceived quality (Abbey et al, 2017, 2019), and price discounts (Abbey, Blackburn, et al, 2015; Ovchinnikov, 2011), but we find limited research in competitive settings. In a few available studies, Ovchinnikov et al (2014) acknowledge competition between high‐end and low‐end segments, and Raz et al (2017) consider the outcomes of competition between firms that provide products in combination with a service.…”