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Influence of thinking style and attribution on consumer response to online stockouts

机译:思维方式和归因对消费者对在线缺货的反应的影响

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Although consumers' responses to stockouts have been well documented, previous research findings report inconsistencies. Drawing on consumer thinking style and attribution theory, we investigate why consumers react differently toward stockouts. Through two experimental studies, we show consumer thinking style has an impact on attitude toward stockouts (involving both the product as well as the online retailer). Attribution mediates the effect of thinking style on attitude toward a stockout experience. Analytic thinkers focus on the attributes of out of stock products and evaluate out-of-stock events more negatively than holistic thinkers. Our results indicate information elaboration can improve evaluation by analytic thinkers. By raising awareness of the different effects stockouts have on consumers, online retailers can employ effective methods to minimize negative reactions.
机译:尽管已经对消费者对缺货的反应进行了充分的记录,但以前的研究结果表明存在不一致之处。利用消费者的思维方式和归因理论,我们研究了消费者为何对缺货有不同的反应。通过两项实验研究,我们证明了消费者的思维方式会影响对缺货的态度(涉及产品以及在线零售商)。归因介导思考风格对缺货经历态度的影响。与整体思想家相比,分析思想家更关注缺货产品的属性,并对缺货事件进行负面评估。我们的结果表明,信息精心制作可以改善分析思想家的评估。通过提高人们对缺货对消费者的不同影响的认识,在线零售商可以采用有效的方法来最大程度地减少负面反应。

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