Assortment Size and Option Attractiveness in Consumer Choice among Retailers
Journal of Marketing Research, Forthcoming
Posted: 21 Mar 2008
An important decision that retailers make involves selecting the number of items comprising their assortments. A key issue in making these decisions concerns the role that assortment size plays in determining consumers' choice of a retailer. We address this issue by investigating how consumer choice among retailers offering various sized assortments is influenced by the attractiveness of the options comprising these assortments. We show that consumer preference for retailers offering larger assortments tends to decrease as the attractiveness of the options in their assortments increases, and can even lead to a reversal of preferences in favor of retailers offering smaller assortments. We further present evidence that the relationship between assortment size and option attractiveness is concave, with the marginal impact of assortment size on choice decreasing as the attractiveness of the options increases. Our theorizing is supported by the data from eight empirical studies, which offer converging evidence in support of the theoretical predictions.
Keywords: assortment, option attractiveness, choice, consumer behavior
Suggested Citation: Suggested Citation
Do you have a job opening that you would like to promote on SSRN?
Choosing Here and Now vs. There and Later: The Moderating Role of Psychological Distance on Assortment Size Preferences
By Joseph K. Goodman and Selin A. Malkoc
Help or Hinder? When Recommendation Signage Expands Consideration Sets and Heightens Decision Difficulty
By Joseph K. Goodman, Susan M. Broniarczyk, ...