City Research Online

Abstract

Consumers frequently miss out on purchases and consumption experiences, for various reasons. Prior research suggests that missing out leads to negative consumer reactions such as disappointment. The present research identifies a condition under which these adverse responses are mitigated, namely, when missing out is overdetermined. Specifically, it aims to investigate how the overdetermination of missing-out affects consumers’ responses. I propose that consumers who miss out on a desired purchase or consumption opportunity will be less disappointed when their missing-out is overdetermined (vs. not overdetermined), that is, when multiple independently sufficient reasons lead to the same outcome of missing-out. This effect occurs because overdetermination increases the likelihood that consumers attribute the outcome to fate, which in turn reduces their disappointment. To explore the practical implications of this overdetermination effect, I further examine downstream consequences including compensation satisfaction, choice of alternative, and reengagement intention. When brands are responsible for the missed-out event (e.g., by having cancelled it), they often provide compensation to the affected consumers. My findings show that consumers in overdetermined (vs. non-overdetermined) missing-out situations are more satisfied with the compensation offered. Moreover, there is some evidence that overdetermination reduces the likelihood that consumers will opt for alternative options. However, I find no significant effect of overdetermination on reengagement intention. Overall, this thesis bridges the literature on missing-out, overdetermination, and fate attribution, and provides theoretical contributions to these research streams. It offers theoretical advancements in understanding how consumers process and cope with missed purchase and consumption opportunities, as well as practical implications for brands in managing the inevitable cases where consumers miss out on purchases and consumption opportunities.

Publication Type:	Thesis (Doctoral)
Subjects:	B Philosophy. Psychology. Religion > B Philosophy (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Departments:	Bayes Business School > Bayes Business School Doctoral Theses Bayes Business School > Faculty of Management Doctoral Theses

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