Will Highlighting Low Stock Level Speed Up Or Impede Consumers’ Purchase Intention? An Exploratory Study

How would consumers respond when they see an item that they are considering has "only a few left"? Would this highlight of low-stock level speed up or impede their purchase decisions? Our findings suggest that the effect depends on the consumption type (utilitarian vs. hedonic).



Citation:

Mengmeng Liu and Jessica Y. Y. Kwong (2020) ,"Will Highlighting Low Stock Level Speed Up Or Impede Consumers’ Purchase Intention? An Exploratory Study", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1209-1209.

Authors

Mengmeng Liu, Chinese University of Hong Kong, China
Jessica Y. Y. Kwong, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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