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- Title
When Are Stockpiled Products Consumed Faster? A Convenience--Salience Framework of Postpurchase Consumption Incidence and Quantity.
- Authors
Chandon, Pierre; Wansink, Brian
- Abstract
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.
- Subjects
SALES promotion; CONSUMPTION (Economics); CONSUMER behavior research; PURCHASING; CONSUMER attitude research; PROFITABILITY; MARKETING research; DATA analysis; PRODUCT management; MARKETING management; CONSUMER preferences; COMMERCIAL product marketing; PSYCHOLOGY
- Publication
Journal of Marketing Research (JMR), 2002, Vol 39, Issue 3, p321
- ISSN
0022-2437
- Publication type
Article
- DOI
10.1509/jmkr.39.3.321.19111