消费者在进行购买决策时常注意到一些当时不能选择的产品信息，例如产品脱销、排号购买、会员专供。本项目关注于消费者决策情境中出现的虚位对其心理和行为的影响。产品虚位不仅会情境性影响对其他可得选项的购买，还会跨时期影响虚位产品未来的购买。对于虚位选项，消费者既可能感觉到资源的有限而促进（未来）购买，也有可能对此产生抵触而拒绝（未来）购买。整个项目将探索各种可能的虚位情境，通过系列实验洞察在不同虚位情境下不同消费者反应的形成机理，在此基础上研究影响上述机理发挥作用的因素，据此为那些被动或主动出现虚位选项的企业提供理论指导，如何应对或策划才能提高消费者对目标产品的评价和购买，从而提高企业绩效。本项目的理论创新在于把营销实践问题与经济学、心理学中的虚位理论相结合，考察营销情境中可能出现的虚位对消费者反应的不同作用机制和影响因素。实践上，本研究将为企业营销策略、社会和经济决策中的虚位情境提供战略借鉴。

Consumers always notice some information of products which are unavailable when they are making purchase decisions. For example, out-of-stock, queue for shopping，members only. This research project pays attention to the influence of product phantom on consumers' psychology and behavior in decision making context. Product phantom can not only influence the purchase of other available alternatives contextually, but also influence the purchase of phantom alternative itself intertemporally. On one hand consumers may feel the limitation of resources and have higher intention to purchase phantom product, on the other hand product phantom may give rise to consumer psychological reactance and decrease their purchase intention. This project tries to explore all possible product phantom contexts, has a deep insight into the underlying mechanisms of consumer responses in different product phantom contexts, discusses factors that influence mechanisms, and therefore provides theoretical directions about how to plan or cope with the phantoms for firms that have product phantoms actively or passively. The theoretical innovation of this project is to connect phantom theory from economics and psychologies with marketing practical issues, and to explore the discrepant mechanisms and different factors of product phantom effect. In practice, this project has use for reference meaning on strategy to companies, social and economic decision-making in phantom contexts.