Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 372360
Title When are stockpiled products consumed faster? A convenience-salience framework of postpurchase consumption incidence and quantity
Author(s) Chandon, P.; Wansink, B.
Source Journal of Marketing Research 39 (2002)3. - ISSN 0022-2437 - p. 321 - 335.
DOI https://doi.org/10.1509/jmkr.39.3.321.19111
Department(s) WU Omgevingswetenschappen Marketing Communicatie
Publication type Refereed Article in a scientific journal
Publication year 2002
Keyword(s) price promotions - variety-seeking - self-control - usage - choice - sales - behavior - memory - recall - volume
Abstract When people stockpile products, 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 convenience of products influence postpurchase consumption incidence and quantity. Multiple research methods¿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, when 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 postpurchase consumption decisions, these results have implications for the debate on the value of promotions that induce stockpiling.
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