KOREASCHOLAR

This study assesses the interactive effect of shelf-based scarcity and shelf organisation on luxury purchases. Previous studies have addressed multiple factors surrounding shelf based scarcity (e.g. Parker and Lehmann 2011; Van Herpen et al 2014) however none has considered perceived luxuriousness as a potential explanation for the effects of shelf-based scarcity; nor have many studies used a luxury context. This study therefore examined whether product luxuriousness, product popularity, product supply and/or product quality serve as underlying mechanism of shelf-based sacristy effects. The study recruited 125 consumers and the experiment followed a mixed factorial design. The luxuriousness of the brand and the organisation of the shelf display were manipulated between subjects, whereas stock level was manipulated within subjects. Data collated consisted of both self-report and psycho-physiological methods (brainwave and facial expression) Low stock level was perceived to more tidy than medium and high stock level when the shelf display was disorganised; a significant interactive effect (Mlow = 4.06, Mmedium = 3.71 4.77, Mhigh = 2.86, ps = .025, p < .001). Significantly higher perceived product quality was reported for low stock product than high stock product (Mlow = 5.34, Mhigh = 4.79, p < .001), as participants’ perceived high stock to be restocked more frequently. Results of bootstrapping indicated that perceived luxuriousness was found to be the only significant partial mediator for the effect of stock level on approach motivation, further supported by brainwave and facial expression analysis (Indirect = .066, 95%CI = [.0043, .1362], p < .001).The direct effect of stock level remained significant after accounting for the indirect effect (Direct = .11, 95%CI = [.0117, .2091], p < .001). This study is the first to use psychophysiological methods to validate self-report findings and to examine perceived luxuriousness as a plausible explanation of the shelf-based sacristy effect.

• Siobhan Hatton-Jones(Curtin University, Australia)
• Billy Sung(Curtin University, Australia)
• Min Teah(Curtin University, Australia)