Purpose

The current research empirically aims to explore how displaying incompleteness influences the processing of product information and the number of products placed in the basket. This paper proposes a model of the effects of display incompleteness to analyze the influence of the processing of product information and product scarcity.

Design/methodology/approach

Four studies were conducted to test a model of the effects generated by the display incompleteness.

Findings

The results suggest that incomplete display increases the processing of product information and the number of products chosen. In addition, it supports that processing product information interacts with incomplete display to predict the number of display products placed in the basket. In this context, perceived scarcity cannot increase the effects of incomplete display on processing product information at low levels of perception. On the other hand, consumers will tend to process more information from incomplete displays when perceived scarcity gradually increases.

Research limitations/implications

The empirical findings have some limitations. First, the authors’ experiments do not define whether scarcity was caused due to excessive demand or restricted supply. Second, the studies do not analyze the perceived exclusivity of the product in short supply. Finally, the studies did not indicate the differences between display incompleteness that showed variety and category scarcity.

Practical implications

The findings demonstrate that one of the ways to get customers' attention would be to have an efficient strategy for displaying incompleteness. Many managers believe the lack of products on display is an inventory management problem. However, the studies show that this can help increase product sales.

Originality/value

This research contributes to developing better metrics to understand the processing of product information in display incompleteness. Overall, the studies have demonstrated the value of measuring visual attention as an expression of processing product information to understand better how people visually process display incompleteness and its effects on consumption responses.

中文翻译：

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产品稀缺性对展示不完整性的作用

目的

当前的研究旨在通过实证探讨显示不完整如何影响产品信息的处理和放入购物篮的产品数量。本文提出了展示不完整效应模型来分析产品信息加工和产品稀缺性的影响。

设计/方法论/途径

进行了四项研究来测试显示不完整性所产生的影响的模型。

发现

结果表明，不完整的显示会增加产品信息的处理和选择的产品数量。另外，支持处理商品信息与不完全展示交互，预测购物篮中放置的展示商品数量。在这种情况下，感知稀缺性不会增加不完整显示对低感知水平的产品信息处理的影响。另一方面，当感知到的稀缺性逐渐增加时，消费者将倾向于从不完整的展示中处理更多信息。

研究局限性/影响

实证研究结果有一些局限性。首先，作者的实验并没有界定稀缺性是由于需求过多还是供应受限造成的。其次，这些研究没有分析供应短缺产品的排他性。最后，研究并没有指出显示多样性和类别稀缺性的显示不完整性之间的差异。

实际影响

研究结果表明，吸引客户注意力的方法之一是制定有效的策略来显示不完整性。许多经理认为，缺乏展示的产品是库存管理问题。然而，研究表明这有助于增加产品销量。

原创性/价值

这项研究有助于开发更好的指标来了解显示不完整性中产品信息的处理。总体而言，这些研究证明了测量视觉注意力作为处理产品信息的一种表达方式的价值，以更好地了解人们如何视觉处理显示不完整性及其对消费反应的影响。