Studies indicate that at least 8% of supermarket items in the US are out-of-stock at any point in time, resulting in annual lost sales of over seven billion dollars. Given the salience of stock-outs, this dissertation examines how consumers make choices when their most preferred alternative is...

The purpose of this dissertation is to investigate how product experiences with a new product affect consumers attitudes toward the brand, the products country of origin (CO), and the other brands competing in the same market place. The dissertation is composed of two essays. Using direct...