The influence of display organization and product quantity on consumer purchase: The role of aversion of disorderly and scarcity effect

This research examined the perceptions and responses that arise when consumers are dealing with products displayed in organized or disorganized condition with various product quantities. This research consisted of two experiments, each study using 2 (shelf organization: organized vs. disorganized)×2 (number of product: fully stocked vs. 1 piece) subjects designs. Study 1 used packaged ingestible products with familiar brands showed that the decrease of purchase intention is more likely caused by consumers’ disliking for the untidiness compared to consumers’ fears of contamination. This study also found that the limited product quantity rises to the perception that the products in a high demand thereby increasing the purchase intention. Study 2 used unpackaged ingestible product with familiar brand, the results showed that consumers preferred products that organized and fully stocked. The low intention to purchase disorganized products because consumers’ disliking for untidiness itself, and this study also shows that consumers are less interested in buying products displayed in limited quantity even though there is no hint that the product has been touched before and consumers do not consider the scarcity as a factor that increases purchase intention.