The Effect of Incidental Out-Of-Stock Options on Preferences

While evaluating options for purchase, consumers often become aware that other, previously unconsidered options are no longer available. In a series of studies we demonstrate that such incidental and de facto irrelevant out-of-stock options significantly increase purchase likelihood of target options consumers are considering for purchase. We further find evidence that this effect occurs because out-of-stock options help justify choice of target options. We test several alternative explanations and report a boundary condition of the effect, showing that increases in purchase likelihood of target options is limited to consumers for whom incidental out-of-stock options make the purchase decision less difficult.



Citation:

Thomas Kramer and Ryall Carroll (2008) ,"The Effect of Incidental Out-Of-Stock Options on Preferences", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 159-160.

Authors

Thomas Kramer, Baruch College, CUNY, USA
Ryall Carroll, Baruch College, CUNY, USA



Volume

LA - Latin American Advances in Consumer Research Volume 2 | 2008



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