Quando tem, tá caro! Examinando a influência da percepção de justiça e da raiva em cenários de out-of-stock seguidos de over price

Abstract

Out-of-stock can be defined as the occurrence of momentary unavailability of some product. This episode generates problems both for consumers, who are dissatisfied with the unavailability of the desired product, and for suppliers, who suffer from lost revenue. Although the topic has been the focus of some previous academic research, this field of study still has specificities that need further investigation. An issue that lacks further understanding occurs when the consumer is unable to buy a product at a retailer, due to the lack of stock of this item, and finds the product at a second retailer, but at a higher price than at the first store. In this scenario, the general objective of this study is to explain the influence of the perceived justice and anger on the attitudinal/behavioral responses of the consumer in the face of an out-of-stock event, in an over price scenario. Three experiments were carried out, with the participation of 380 individuals. Data were analyzed using multiple regressions, using the double-mediation model of PROCESS. As main findings, the perception of an increase in relation to the reference price, even if the product is unavailable for sale, influences the consumer's perception of fairness, so that low levels of perceived fairness activate anger, resulting in lower evaluation retailer and lower purchase intent. Detachment from the causal locus moderates perceived quality and purchase intention.