Yes, We Have No Bananas: Consumer Responses to Restoration of Freedom

Journal of Consumer Psychology, Vol. 24, Issue 4, 2014

University of Alberta School of Business Research Paper No. 2013-704

Posted: 24 Feb 2015 Last revised: 8 Mar 2016

See all articles by Sarah Moore

Sarah Moore

University of Alberta - Department of Marketing, Business Economics & Law

Gavan J. Fitzsimons

Duke University - Fuqua School of Business

Multiple version iconThere are 2 versions of this paper

Date Written: April 16, 2013

Abstract

When stockouts restrict consumers' freedoms, two independent responses can occur: product desirability, or a reactance-based increase in the desire for the unavailable option, and source negativity, or general frustration with the source of the restriction. In four studies, we provide a novel investigation of consumer responses to stockout-restoration and examine how these two forces combine to affect consumer responses after freedoms are restored. To do so, we investigate two moderators that influence the activation and strength of product desirability and source negativity, respectively: trait reactance and attributions. While all consumers experience source negativity in response to stockouts, only consumers high in reactance experience product desirability, leading to differential responses to stockout-restoration. Compared to an in-stock condition, high reactance consumers respond positively to stockout-restoration, while low reactance consumers respond negatively to stockout-restoration, in terms of store and product evaluations and store choice. However, when high reactants attribute a stockout to the store, thereby increasing source negativity relative to product desirability, they respond negatively to stockout-restoration.

Keywords: restrictions, restoration, freedom, stockout

Suggested Citation

Moore, Sarah and Fitzsimons, Gavan J., Yes, We Have No Bananas: Consumer Responses to Restoration of Freedom (April 16, 2013). Journal of Consumer Psychology, Vol. 24, Issue 4, 2014, University of Alberta School of Business Research Paper No. 2013-704, Available at SSRN: https://ssrn.com/abstract=2568846

Sarah Moore (Contact Author)

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

Gavan J. Fitzsimons

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States

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