Why empty supermarket shelves make you uneasy – even if you don’t want the missing items

By Dominik Piehlmaier, Associate Professor in Marketing, Department of Strategy and Marketing, University of Sussex

Have you ever spotted an empty supermarket shelf and felt a sudden pang of discomfort, even though you weren’t looking for that item? You’re not alone. Shocks such as COVID and cyberattacks on retailers have made empty shelves a common sight in many countries. These moments often come with media coverage of panicked shoppers and long queues.

But what happens when those shelves are empty while shopping during normal times and when you weren’t even planning to buy what’s missing?

My

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