Although new products are not inherently scarce, consumers often display competitive behavior, eagerly queuing up to be among the first to obtain them. To manage the distribution of such sought-after items, retailers determine which consumers get the opportunity to make a purchase. The question of which selection method ensures fair treatment of individual customers and enhances purchase experiences for a new product remains unresolved. Results of three experiments revealed that those in an ordered selection discipline were likely to be more time-sensitive and perceive it as fairer than those in the random selection discipline when purchasing a new product. The difference in perceived fairness between the ordered selection discipline and the random selection discipline was more substantial, when the new product was highly scarce, due to increased selection uncertainty. However, the reverse effect was found when consumers were not selected to purchase a new product. The ordered selection discipline was perceived as less fair than the random selection discipline. The findings provide valuable insights into how selection disciplines shape consumers' perceptions of fairness during the purchase of a new product.

中文翻译：

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先到先得与抽签：新产品购买竞争中的公平感

尽管新产品本质上并不稀缺，但消费者常常表现出竞争行为，急切地排队想成为第一个获得它们的人。为了管理此类抢手商品的分销，零售商确定哪些消费者有机会进行购买。哪种选择方法可以确保公平对待个人客户并增强新产品的购买体验仍然悬而未决。三项实验的结果表明，在购买新产品时，那些遵循有序选择原则的人可能比那些遵循随机选择原则的人对时间更加敏感，并且认为购买新产品时更公平。当新产品高度稀缺时，由于选择不确定性增加，有序选择规则和随机选择规则之间的感知公平性差异更大。然而，当消费者没有被选择购买新产品时，就会出现相反的效果。有序选择规则被认为不如随机选择规则公平。这些发现为了解选择规则如何塑造消费者在购买新产品时的公平感提供了宝贵的见解。