The role of product scarcity on display incompleteness

• Published in: Marketing intelligence & planning Vol. 41; no. 5; pp. 544 - 556
• Main Authors: Ladeira, Wagner Junior, de Oliveira Santini, Fernando, Perin, Marcelo Gattermann
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 07.07.2023; Emerald Group Publishing Limited
• Subjects: Consumers; Consumption; Decision making; Influence; Information processing; Perceptions; Processing of information; Display incompleteness; Consumer preferences; Perceived scarcity
• ISSN: 0263-4503; 1758-8049
• DOI: 10.1108/MIP-09-2022-0440

PurposeThe current research empirically aims to explore how displaying incompleteness influences the processing of product information and the number of products placed in the basket. This paper proposes a model of the effects of display incompleteness to analyze the influence of the processing of product information and product scarcity.Design/methodology/approachFour studies were conducted to test a model of the effects generated by the display incompleteness.FindingsThe results suggest that incomplete display increases the processing of product information and the number of products chosen. In addition, it supports that processing product information interacts with incomplete display to predict the number of display products placed in the basket. In this context, perceived scarcity cannot increase the effects of incomplete display on processing product information at low levels of perception. On the other hand, consumers will tend to process more information from incomplete displays when perceived scarcity gradually increases.Research limitations/implicationsThe empirical findings have some limitations. First, the authors’ experiments do not define whether scarcity was caused due to excessive demand or restricted supply. Second, the studies do not analyze the perceived exclusivity of the product in short supply. Finally, the studies did not indicate the differences between display incompleteness that showed variety and category scarcity.Practical implicationsThe findings demonstrate that one of the ways to get customers' attention would be to have an efficient strategy for displaying incompleteness. Many managers believe the lack of products on display is an inventory management problem. However, the studies show that this can help increase product sales.Originality/valueThis research contributes to developing better metrics to understand the processing of product information in display incompleteness. Overall, the studies have demonstrated the value of measuring visual attention as an expression of processing product information to understand better how people visually process display incompleteness and its effects on consumption responses.