Short and sweet: Effects of pop-up stores’ ephemerality on store sales

Laura Henkel, Steffen Jahn and Waldemar Toporowski

Journal of Retailing and Consumer Services, 2022, vol. 65, issue C

Abstract: Responding to increasing demand for ephemeral and experiential consumption, pop-up stores have developed into a preferred retail concept. By considering the juxtaposition of pop-ups’ non-sales focus and recent research finding experiential stores generating immediate store purchase, two experiments test how and when pop-ups’ distinguishing feature, ephemerality, affects purchases. We integrate commodity and regret theory to propose that store ephemerality boosts purchase of standard products for low-need-for-uniqueness (NFU) consumers as well as exclusive product purchases for high-NFU consumers. The implications for academic researchers and retail managers are discussed.

Keywords: Experiential store; Ephemerality; In-store purchase; Pop-up; Need for uniqueness (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004161

DOI: 10.1016/j.jretconser.2021.102850

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