Hurry up! The effect of pop-up stores’ ephemerality on consumers’ intention to visit

Laura Henkel and Waldemar Toporowski

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: Retail has responded to the continuing shift in consumer preferences toward ephemerality and immediacy with pop-up stores: temporary, experiential store formats. Considering pop-ups’ widespread application, it is important to identify which store characteristics attract visitors. Research has pinpointed the pop-up experience as affecting consumer behavior. However, experience does not exclusively define pop-ups but applies to all experiential stores. Our work suggests that pop-ups’ distinguishing feature – ephemerality – leads consumers to anticipate limited product assortments, thus driving intention to visit. Considering pop-ups’ target group – consumers with a high need for uniqueness (NFU) – an exclusive, limited product assortment has a stronger effect on intention to visit for consumers with a high NFU.

Keywords: Pop-up store; Ephemerality; Intention to visit (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920312868

DOI: 10.1016/j.jretconser.2020.102278

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