The process by which product availability triggers purchase

@article{Steinhart2013ThePB,
  title={The process by which product availability triggers purchase},
  author={Yael Steinhart and David Mazursky and Michael Aaron Kamins},
  journal={Marketing Letters},
  year={2013},
  volume={24},
  pages={217-228}
}
Both product availability and lack of availability have the potential to trigger the intention to buy. The present research aims to identify the specific processes by which the latter situation of lack of availability drives purchase intention. The research demonstrates that, when lack of product availability is perceived positively, it influences purchase intentions via consumer involvement. However, when lack of product availability is perceived negatively, it influences purchase intentions… CONTINUE READING
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