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If it is preferable to deliberately create unsatisfied demand by announcing shortages (rationing) to customers, when is the optimal time to do so? To answer these questions, we first present the dynamics of post-disruption inventory and demand, taking into account the demand learning effect facilitated from negative word-of-mouth during disruption and the demand recovery after disruption ends. Afterward, we develop a model to achieve the optimal selling strategy for maximizing post-disruption profit, identifying the joint decision of the rationing period and freshness-keeping effort. 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