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When Stock Disappears, Psychology Appears: The Moderating Effect of the Regulatory Focus on Consumer Reactions to Out-of-Stock

Objective: this study investigates the moderating effect of consumers’ regulatory focus (promotion vs. prevention) on their reactions to out-of-stock (OOS) situations in retail environments. The objective is to understand how different regulatory profiles influence purchase intention when products a...

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Main Authors: Evandro Luiz Lopes, Eduardo Mesquita, Eliane Herrero
Format: Artigo
Language:Inglês
Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2025-08-01
Series:BAR: Brazilian Administration Review
Subjects:
regulatory focus
consumer behavior
out-of-stock
retail management
purchase intention
Online Access:https://bar.anpad.org.br/index.php/bar/article/view/718
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