Cargando…
Forgo or Go for One? The Unavailable Effect in Non-comparable Choice Sets
This research aimed to explore how consumers’ purchase behavior varies when they are faced with unavailable options in a non-comparable choice set. We investigated the unavailable effect based on goal-related mindsets theory and found that consumers with an activated which-to-buy mindset show higher...
Autores principales: | , , |
---|---|
Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2019
|
Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6562309/ https://www.ncbi.nlm.nih.gov/pubmed/31244715 http://dx.doi.org/10.3389/fpsyg.2019.01257 |
_version_ | 1783426273247232000 |
---|---|
author | Tian, Jing Chen, Rong He, Feng |
author_facet | Tian, Jing Chen, Rong He, Feng |
author_sort | Tian, Jing |
collection | PubMed |
description | This research aimed to explore how consumers’ purchase behavior varies when they are faced with unavailable options in a non-comparable choice set. We investigated the unavailable effect based on goal-related mindsets theory and found that consumers with an activated which-to-buy mindset show higher purchase intention for the remaining options relative to those who have a whether-to-buy mindset. Four between-subject experiments were undertaken. Study 1 (including two experiments, both two groups) depicted the relationship between the mindset and consumer purchase choice. Study 2 examined the construal level as the underlying mechanism. Two further studies enabled two methods, such as shopping cart state and payment type, to activate different mindsets and found the boundary conditions of each method. Study 3 found that empty cart (vs. non-empty cart) activate whether-to-buy mindset restraining purchase intention, while the habitual (vs. non-habitual) initial purchase moderated the shopping cart effect. Study 4 found that paying by gift cards (vs. gifted cash) primed which-to-buy mindset increasing purchase intention, while the payment effect declined when the product was high in feasibility (vs. desirability). The insights gained from this research can guide both online and offline retailers in how to strategically manage consumer mindsets under unavailable circumstances. Optimal presenting timing and method of unavailable information may activate a different mindset and help boost sales of the remaining options at the same time. |
format | Online Article Text |
id | pubmed-6562309 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2019 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-65623092019-06-26 Forgo or Go for One? The Unavailable Effect in Non-comparable Choice Sets Tian, Jing Chen, Rong He, Feng Front Psychol Psychology This research aimed to explore how consumers’ purchase behavior varies when they are faced with unavailable options in a non-comparable choice set. We investigated the unavailable effect based on goal-related mindsets theory and found that consumers with an activated which-to-buy mindset show higher purchase intention for the remaining options relative to those who have a whether-to-buy mindset. Four between-subject experiments were undertaken. Study 1 (including two experiments, both two groups) depicted the relationship between the mindset and consumer purchase choice. Study 2 examined the construal level as the underlying mechanism. Two further studies enabled two methods, such as shopping cart state and payment type, to activate different mindsets and found the boundary conditions of each method. Study 3 found that empty cart (vs. non-empty cart) activate whether-to-buy mindset restraining purchase intention, while the habitual (vs. non-habitual) initial purchase moderated the shopping cart effect. Study 4 found that paying by gift cards (vs. gifted cash) primed which-to-buy mindset increasing purchase intention, while the payment effect declined when the product was high in feasibility (vs. desirability). The insights gained from this research can guide both online and offline retailers in how to strategically manage consumer mindsets under unavailable circumstances. Optimal presenting timing and method of unavailable information may activate a different mindset and help boost sales of the remaining options at the same time. Frontiers Media S.A. 2019-06-06 /pmc/articles/PMC6562309/ /pubmed/31244715 http://dx.doi.org/10.3389/fpsyg.2019.01257 Text en Copyright © 2019 Tian, Chen and He. http://creativecommons.org/licenses/by/4.0/ This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Psychology Tian, Jing Chen, Rong He, Feng Forgo or Go for One? The Unavailable Effect in Non-comparable Choice Sets |
title | Forgo or Go for One? The Unavailable Effect in Non-comparable Choice Sets |
title_full | Forgo or Go for One? The Unavailable Effect in Non-comparable Choice Sets |
title_fullStr | Forgo or Go for One? The Unavailable Effect in Non-comparable Choice Sets |
title_full_unstemmed | Forgo or Go for One? The Unavailable Effect in Non-comparable Choice Sets |
title_short | Forgo or Go for One? The Unavailable Effect in Non-comparable Choice Sets |
title_sort | forgo or go for one? the unavailable effect in non-comparable choice sets |
topic | Psychology |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6562309/ https://www.ncbi.nlm.nih.gov/pubmed/31244715 http://dx.doi.org/10.3389/fpsyg.2019.01257 |
work_keys_str_mv | AT tianjing forgoorgoforonetheunavailableeffectinnoncomparablechoicesets AT chenrong forgoorgoforonetheunavailableeffectinnoncomparablechoicesets AT hefeng forgoorgoforonetheunavailableeffectinnoncomparablechoicesets |