Resource title

A Convenience-salience framework of stockpiling-induced consumption acceleration

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Why do exogenously stockpiled products appear to be consumed faster than non-stockpiled products, and why does this differ across products? To address these questions, the authors develop a convenience-salience framework that distinguishes between consumption incidence and consumption quantity per incidence, and specifies their antecedents and their importance depending on the consumption convenience of the product stockpiled. In a field study, a scanner data study, and two laboratory studies, they show that stockpiling accelerates both consumption incidence and quantity when the product is convenient to consume, but only accelerates consumption quantity when the product is not convenient to consume. The authors also show that the higher consumption likelihood of stockpiled convenient products can be explained, in part, by their higher salience at the point of consumption and by the fact that consumers stop searching when they encounter a salient and convenient product. These findings provide new insights on the value of stockpiling-inducing promotions and on consumer post-purchase consumption behavior.

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en

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application/pdf

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http://flora.insead.edu/fichiersti_wp/inseadwp2000/2000-52.pdf

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Copyright INSEAD. All rights reserved