Understanding Consumer Reactions to Assortment Unavailability

3.7 Study 2 74
3.8 Hypotheses 74
3.8.1 Brand-related antecedents 74
3.8.2 Product category–related antecedents 75
3.8.3 Retail assortment–related antecedents 76
3.8.4 Store-related antecedents 77
3.8.5 Control variables 77
3.9 Research methodology 78
3.9.1 Data collection 78
3.9.2 Dependent variables 78
3.9.3 Independent variables 79
3.9.4 Analysis 81
3.10 Empirical results 83
3.10.1 Descriptive statistics 83
3.10.2 Store switching intentions 85
3.10.3 Complaining intentions 85
3.11 Discussion 87
3.12 Managerial implications 89
3.13 Limitations and further research 90
Appendix 3A: Overview and definition of variables 91
4 The short- and long-term impact of an assortment reduction on category
sales 92
4.1 Introduction 93
4.2 Collaborative assortment reduction project 95
4.3 Theoretical background 96
4.3.1 Sales effects of assortment reductions 96
4.3.2 Short- versus long-term effects 97
4.4 Research methodology 99
4.4.1 Data 99
9