More Than Scarcity: How Consumers Make Sense of Stock-Out Using Social Inference

We show that consumers do not simply attach higher values onto stock-out products; rather, they identify the key features that drove the product out of stock by drawing inference from social contextual factors, such as other consumers’ expertise, goals, and choice constraints. Such inference guides the judges’ subsequent choice.


Yunhui Huang and Y. Charles Zhang (2014) ,"More Than Scarcity: How Consumers Make Sense of Stock-Out Using Social Inference", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 517-517.


Yunhui Huang, Nanjing University, China
Y. Charles Zhang, University of California, Riverside


NA - Advances in Consumer Research Volume 42 | 2014

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