We use a simulated online fashion store to investigate how stock-outs with different levels of relevance to objective needs and product preference impact emotions, store image, and number of items bought. We find that stock-outs of most preferred products, that are relevant to consumers’ needs, lead to negative emotions, a lower store image and a discouragement to buy. We also find that stock-outs of most preferred products, that are not relevant to objective needs, lead to positive emotions and a higher store image. Surprisingly, stock-outs of less preferred products, that are relevant to objective needs, encourage consumers to buy more.

中文翻译：

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它不在那里，我喜欢它！与不可用商品的客观需求的相关性如何影响情绪、商店形象和行为

我们使用模拟的在线时尚商店来研究与客观需求和产品偏好相关的不同程度的缺货如何影响情绪、商店形象和购买的商品数量。我们发现，与消费者需求相关的最喜欢的产品缺货会导致负面情绪、降低商店形象和购买意愿。我们还发现，与客观需求无关的大多数首选产品的缺货会导致积极的情绪和更高的商店形象。令人惊讶的是，与客观需求相关的不太受欢迎的产品缺货会鼓励消费者购买更多产品。