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).
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.
Mengmeng Liu, Chinese University of Hong Kong, China
Jessica Y. Y. Kwong, Chinese University of Hong Kong, China
NA - Advances in Consumer Research Volume 48 | 2020
M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience
Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico
Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To
Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, USA
Consumers’ Implicit Mindsets and Responses to Cause-related Marketing Campaigns
Meng-Hua Hsieh, Kent State University, USA
Ozge Yucel-Aybat, Pennsylvania State University Harrisburg