The dynamics of consumer decision-making can be further complicated by the psychological effects of scarcity, which can produce a sense of urgency that motivates impulsive purchasing behavior. E-commerce sites and retailers are dealing wirummy mth the effects of limited product availability in a number of ways. Reduced foot traffic and sales can result for physical stores when they are unable to stock popular items. Consumers who come to physical stores hoping to find particular items might not find them, which could cost businesses money & harm their reputation. Today's retailers must balance controlling consumer expectations with navigating supply chain interruptions, which are frequently out of their control.