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題名 The impact of retail out-of-stock options on preferences: The role of consumers` desire for assimilation versus differentiation
作者 Kuo, Chien-Chih
郭建志
Ku, H.-H.
Fang, W.-L.
Yu, Y.-W.
貢獻者 心理系
關鍵詞 Differentiation versus assimilation; Need for uniqueness; Preference; Self-concept; Stock-outs
日期 2014-03
上傳時間 15-Jun-2015 16:16:36 (UTC+8)
摘要 This study tested the hypothesis that retail customers` drive to assimilation or differentiation moderates the effect on their initial preference for a particular product of their discovery in the store of a previously unconsidered comparable alternative, which happens to be presently out of stock. The results revealed that new awareness of alternative options has an impact on customers` preferences, even if they are unavailable when the choice is being made. Participants who were more concerned with differentiation exhibited a stronger preference for the option originally under consideration if they were told that the alternative was out of stock due to heavy demand rather than short supply. By comparison, those more concerned with assimilation had a weaker preference for the initial product when they learnt that its unavailability was said to be due to heavy demand, not supply shortfall. The article concludes with theoretical implications and areas for future research. © 2013 Springer Science+Business Media New York.
關聯 Marketing Letters, 25(1), 53-66
資料類型 article
DOI http://dx.doi.org/10.1007/s11002-013-9241-6
dc.contributor 心理系-
dc.creator (作者) Kuo, Chien-Chihen_US
dc.creator (作者) 郭建志zh_TW
dc.creator (作者) Ku, H.-H.en_US
dc.creator (作者) Fang, W.-L.en_US
dc.creator (作者) Yu, Y.-W.en_US
dc.date (日期) 2014-03-
dc.date.accessioned 15-Jun-2015 16:16:36 (UTC+8)-
dc.date.available 15-Jun-2015 16:16:36 (UTC+8)-
dc.date.issued (上傳時間) 15-Jun-2015 16:16:36 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/75798-
dc.description.abstract (摘要) This study tested the hypothesis that retail customers` drive to assimilation or differentiation moderates the effect on their initial preference for a particular product of their discovery in the store of a previously unconsidered comparable alternative, which happens to be presently out of stock. The results revealed that new awareness of alternative options has an impact on customers` preferences, even if they are unavailable when the choice is being made. Participants who were more concerned with differentiation exhibited a stronger preference for the option originally under consideration if they were told that the alternative was out of stock due to heavy demand rather than short supply. By comparison, those more concerned with assimilation had a weaker preference for the initial product when they learnt that its unavailability was said to be due to heavy demand, not supply shortfall. The article concludes with theoretical implications and areas for future research. © 2013 Springer Science+Business Media New York.-
dc.format.extent 278479 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) Marketing Letters, 25(1), 53-66-
dc.subject (關鍵詞) Differentiation versus assimilation; Need for uniqueness; Preference; Self-concept; Stock-outs-
dc.title (題名) The impact of retail out-of-stock options on preferences: The role of consumers` desire for assimilation versus differentiation-
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.1007/s11002-013-9241-6-
dc.doi.uri (DOI) http://dx.doi.org/10.1007/s11002-013-9241-6-