Here Today, Gone Tomorrow: Consumer Reactions to Perceived Limited Availability

Abstract

In-store hoarding refers to shoppers taking possession of an item and keeping it for themselves while shopping although they are not sure whether or not to buy. We investigated the impact of perceived limited availability on in-store hoarding and purchases in the domain of a "here today, gone tomorrow" retail environment where merchandise availability is constrained by a short renewal cycle and a limited supply. We tested the model with female shoppers from fast fashion retailers. Perceived perishability and scarcity intensified anticipated losses of not buying, accelerating in-store hoarding and purchases. We discuss theoretical and practical implications of in-store hoarding that may induce on-the-spot purchases.

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