Manufacturers as well as retailers can suffer important losses as a result of stock-outs. The
magnitude of these losses depends on specific consumer reactions, which have been found
to vary with product, consumer, and situation factors. This paper presents a conceptual
framework that integrates the major determinants of consumer reactions to stock-outs. The
theoretical relationships provide explanations for the marked differences in stock-out effects
observed in previous studies. Moreover, the framework can be empirically implemented …