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| Can the Love for Promotional Offering Be Easily Substituted? Impact of Promotional Out-of-Stock of New Products on Consumer's Response to Recommendation of Similar Alternatives |
| LIU Jianxin1,2, FAN Xiucheng2, JIN Xiangdong3 |
1.College of Economics and Management, Southwest University
2.School of Management, Fudan University
3.College of Economics and Business, Central China Normal University |
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Abstract: New products are often out of stock due to promotions, which in turn influences consumer's response to recommendations of similar alternatives, but to date, there is little research on this phenomenon. Based on both loss aversion theory and illusion of control theory, we constructed a model of moderated dual mediators and deeply explored both underlying mechanism and boundary conditions of the impact of promotional out-of-stock of new products on consumer's response to recommendation of similar alternatives, and moreover we use experimental method with undergraduate students as subjects. The experiment results suggested that (1) out-of-stock of new products did influence consumer's response to recommendation of similar alternatives, and out-of-stock with discounted price gave rise to consumer's more negative response to recommendation of similar alternatives than that with regular price, (2) aversion of loss and illusion of control together mediated their impacts, namely the former would exert negative mediation but the latter positive mediation, and (3) consumers' deal proneness would moderate dual mediation of the aversion of loss and illusion of control, specifically high deal proneness more easily led to the former mediation dominant but low deal proneness more easily led to the latter mediation dominant. These findings are significant in the studies of theories such as out-of-stock of new products theory, aversion of loss and illusion of control theory. They also have important managerial implication for businesses' appropriate out-of-stock marketing, consumers' rational consumption and regulators' supervision and administration.
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Received: 29 March 2022
Published: 15 January 2023
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2023, Vol. 43 
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