Angry Avengers Or Disappointed Deferrers: Consumers’ Emotional Reactions to Stockouts

Stockouts reduce consumers’ satisfaction with purchase decisions, prompting behaviors like store-switching, deferral, and negative word-of-mouth. We demonstrate that stockouts provoke discrete emotional reactions of anger and disappointment, and that each emotion induces distinct retaliatory behaviors. Importantly, these emotional responses mediate the effect of stockouts on consumer satisfaction and punitive actions.


Nicole Verrochi Coleman, Patti Williams, and Gavan J. Fitzsimons (2012) ,"Angry Avengers Or Disappointed Deferrers: Consumers’ Emotional Reactions to Stockouts", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 261-265.


Nicole Verrochi Coleman, University of Pittsburgh, USA
Patti Williams, University of Pennsylvania, USA
Gavan J. Fitzsimons, Duke University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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