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A good way to boost sales? Effects of the proportion of sold-out options on purchase behavior

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  • Tian, Jing
  • Chen, Rong
  • Xu, Xiaobing

Abstract

The present research explores how the proportion of sold-out options in the choice set affects consumer purchase choices. Across five experiments, we find an inverted U-shaped relationship between the proportion of sold-out options in a choice set and consumer purchase choices. Fueling this effect are two competing processes: presence of sold-out options signals the overall quality of products in the choice set, which prompts consumers to purchase available options; while it also evokes psychological reactance, which impedes purchases. The quality signaling effect features a concave shape, whereas the psychological reactance force takes on a convex shape, so in combination, these two forces form an inverted U-shaped relationship. In addition, two boundary conditions were identified: (1) this effect is obtained only when psychological reactance is not induced by other situational factors; and (2) this effect disappears when consumers make purchases for others, not when they make purchases for themselves.

Suggested Citation

  • Tian, Jing & Chen, Rong & Xu, Xiaobing, 2022. "A good way to boost sales? Effects of the proportion of sold-out options on purchase behavior," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 156-169.
  • Handle: RePEc:eee:ijrema:v:39:y:2022:i:1:p:156-169
    DOI: 10.1016/j.ijresmar.2021.04.002
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