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A Convenience-salience framework of stockpiling-induced consumption (RV of 2000/52/MKT)

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In this research, the authors examine how consumers decide when, and how much, to consume of already-purchased products. Existing research has shown that acquisition and replacement costs influence how much of a product is consumed per consumption occasion. They extend this research by developing a framework, which incorporates another component of consumption behavior: the decision of whether or not to consume. They propose that the salience of the product at the point of consumption triggers consumption incidence if the product is highly convenient to consume. They apply the convenience-salience framework to examine how exogenous (e.g., promotion-driven) stockpiling influences consumption behavior for products that are more or less convenient to consume. An analysis of scanner data, a field study, and two laboratory studies show that stockpiling increases the number of units consumed per consumption occasion for most products. However, the authors find that stockpiling only triggers consumption incidence for high convenience products, and that this effect is partially mediated by the higher salience caused by stockpiling. These findings provide insights into consumer postpurchase consumption behavior and have implications for the debate on the value of stockpiling-inducing promotions.

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en

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application/pdf

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http://flora.insead.edu/fichiersti_wp/inseadwp2001/2001-34.pdf

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Copyright INSEAD. All rights reserved