When are Stockpiled Products Consumed Faster? A Convenience-Salience Framework of Postpurchase Consumption Incidence and Quantity
Chandon, Pierre, and Brian Wansink. "When are stockpiled products consumed faster? A convenience–salience framework of postpurchase consumption incidence and quantity." Journal of Marketing Research 39.3 (2002): 321-335.
15 Pages Posted: 2 Aug 2014
Date Written: August 1, 2002
When people stockpile products, how do they decide when and how much they will consume? To answer this question, the authors develop a framework that shows how the salience and convenience of products influence postpurchase consumption incidence and quantity. Multiple research methods - including scanner data analysis, a field study, and two laboratory studies - show that stockpiling increases product salience and triggers consumption incidence among high-convenience products.
However, when the decision is made to consume a product, stockpiling increases the consumption quantity for both high- and low-convenience products. In addition to providing new insights on how consumers make postpurchase consumption decisions, these results have implications for the debate on the value of promotions that induce stockpiling.
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