How Outside Options Influence Choice of Substitutes

Uzma Khan, Stanford University, USA
Consumers are often unable to attain desired products because of stockouts. In choosing substitutes, we find that consumers select options most similar to the unavailable outside option, relative to dissimilar but equivalently attractive ones. Ironically, however, consumers like their choice more and are more satisfied when they choose dissimilar substitutes.
[ to cite ]:
Uzma Khan (2014) ,"How Outside Options Influence Choice of Substitutes", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 210-214.