Resource title

When are stockpiled products consumed faster? A convenience-salience framework of post-purchase consumption incidence and quantity (RV of 2001/34/MKT)

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When people stockpile products in their house, 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 convenienceof products influence post-purchase consumption incidence and quantity. Multiple research method - 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, once 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 post-purchase consumption decisions, these results have implications for the debate on the value of promotions that induce stockpiling.

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en

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application/pdf

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http://flora.insead.edu/fichiersti_wp/inseadwp2002/2002-02.pdf

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Copyright INSEAD. All rights reserved