Investigating the effects of product popularity and time restriction: The moderating role of consumers’ goal specificity

Cheng Yi, Zhenhui (Jack) Jiang and Mi Zhou

Production and Operations Management, 2023, vol. 32, issue 9, 2723-2739

Abstract: Online retailers employ various kinds of social and marketing information cues to influence consumers’ product interest and purchases. This study focuses on the effects of two types of information cues, product popularity and time restriction on product promotions, on consumers’ product approach behavior. It takes a unique perspective by examining how such effects change as consumers’ shopping goals become more concrete. The results of a field experiment and a laboratory experiment show that product popularity and time restriction may not always have a positive influence on consumers’ product approach behavior. In particular, when consumers have not yet formed specific shopping goals, product popularity and time restriction weaken each other's effects on users’ initial product judgment, whereas these two information cues reinforce each other's effects on consumers’ final product evaluation when consumers’ shopping goals have become more specific. This study deepens our understanding of the individual and interaction effects of product popularity and time restriction at different levels of consumer goal specificity. The findings have significant implications for how retailers can leverage different information cues for promoting products.

Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1111/poms.14003

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:popmgt:v:32:y:2023:i:9:p:2723-2739

Ordering information: This journal article can be ordered from
http://onlinelibrary ... 1111/(ISSN)1937-5956

Access Statistics for this article

Production and Operations Management is currently edited by Kalyan Singhal

More articles in Production and Operations Management from Production and Operations Management Society
Bibliographic data for series maintained by Wiley Content Delivery ().