The medium-term effects of unavailability

被引：0
|
作者：
Avi Goldfarb
机构：
[1] University of Toronto,Rotman School of Management
来源：
Quantitative Marketing and Economics | 2006年 / 4卷
关键词：
Product availability; Stockouts; Internet; Denial of Service; Switching costs;
D O I：
暂无
中图分类号：
学科分类号：
摘要：
This paper develops a new method of identifying why current product unavailability has an effect on future brand choices. If the impact is solely due to changing preferences, then all competitors of the unavailable item gain proportionally to their share; if, however, there is lock-in, then the competitor that is chosen instead of the unavailable product should gain disproportionately more. Denial of service attacks at Yahoo, CNN, and Amazon show that unavailability has a medium-term impact. Lock-in drives 51% of the effect on Yahoo, but it dissipates much more quickly than the effect of changing preferences.
引用
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页码：143 / 171
页数：28
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