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
Share Proceeding
Featured papers
See MoreFeatured
Handshaking Promotes Deal-Making By Signaling Cooperative Intent
Juliana Schroeder, University of California Berkeley, USA
Jane Risen, University of Chicago, USA
Francesca Gino, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
Featured
Gaze Reflects Loss Aversion
Feng Sheng, University of Pennsylvania, USA
Arjun Ramakrishnan, University of Pennsylvania, USA
Darsol Seok, University of Pennsylvania, USA
Puti Cen, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA
Featured
Can “Related Articles” Correct Misperceptions from False Information on Social Media?
Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA