The influence of assortment size on preference-consistent choice
Elen, Maarten Uyttersprot, Ineke Geuens, Maggie Vermeir, Iris
Elen, Maarten
Uyttersprot, Ineke
Geuens, Maggie
Vermeir, Iris
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Publication Type
Conference Proceeding
Editor
Supervisor
Publication Year
2011
Journal
Book
Advances in Consumer Research
Publication Volume
Publication Issue
Publication Begin page
759
Publication End page
760
Publication Number of pages
Collections
Abstract
Contrary to previously reported adverse effects of large assortments, we suggest that greater variety increases preference-consistent choice if the preferred alternative is accessible. Experimental data confirm that more respondents choose their most preferred alternative from stage one, in a choice task in stage 2, when the assortment was large versus small.
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Assortment