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The role of product scarcity on display incompleteness

Wagner Junior Ladeira (UNISINOS, São Leopoldo, Brazil) (Woxsen School of Business, Hyderabad, India)
Fernando de Oliveira Santini (Universidade Do Vale Do Rio Dos Sinos, São Leopoldo, Brazil) (Woxsen School of Business, Hyderabad, India)
Marcelo Gattermann Perin (Fundacao Getulio Vargas Escola de Economia de Sao Paulo, Sao Paulo, Brazil)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 18 April 2023

Issue publication date: 7 July 2023

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Abstract

Purpose

The current research empirically aims to explore how displaying incompleteness influences the processing of product information and the number of products placed in the basket. This paper proposes a model of the effects of display incompleteness to analyze the influence of the processing of product information and product scarcity.

Design/methodology/approach

Four studies were conducted to test a model of the effects generated by the display incompleteness.

Findings

The results suggest that incomplete display increases the processing of product information and the number of products chosen. In addition, it supports that processing product information interacts with incomplete display to predict the number of display products placed in the basket. In this context, perceived scarcity cannot increase the effects of incomplete display on processing product information at low levels of perception. On the other hand, consumers will tend to process more information from incomplete displays when perceived scarcity gradually increases.

Research limitations/implications

The empirical findings have some limitations. First, the authors’ experiments do not define whether scarcity was caused due to excessive demand or restricted supply. Second, the studies do not analyze the perceived exclusivity of the product in short supply. Finally, the studies did not indicate the differences between display incompleteness that showed variety and category scarcity.

Practical implications

The findings demonstrate that one of the ways to get customers' attention would be to have an efficient strategy for displaying incompleteness. Many managers believe the lack of products on display is an inventory management problem. However, the studies show that this can help increase product sales.

Originality/value

This research contributes to developing better metrics to understand the processing of product information in display incompleteness. Overall, the studies have demonstrated the value of measuring visual attention as an expression of processing product information to understand better how people visually process display incompleteness and its effects on consumption responses.

Keywords

Citation

Ladeira, W.J., de Oliveira Santini, F. and Perin, M.G. (2023), "The role of product scarcity on display incompleteness", Marketing Intelligence & Planning, Vol. 41 No. 5, pp. 544-556. https://doi.org/10.1108/MIP-09-2022-0440

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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