Assortment Size and Option Attractiveness in Consumer Choice among Retailers

Journal of Marketing Research, Forthcoming

Posted: 21 Mar 2008

Abstract

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

Chernev, Alexander and Hamilton, Ryan, Assortment Size and Option Attractiveness in Consumer Choice among Retailers. Journal of Marketing Research, Forthcoming . Available at SSRN: https://ssrn.com/abstract=1109241

Alexander Chernev (Contact Author)

Northwestern University - Department of Marketing ( email )

Kellogg School of Management
2001 Sheridan Rd.
Evanston, IL 60208
United States

Ryan Hamilton

Emory University ( email )

201 Dowman Drive
Atlanta, GA 30322
United States

Here is the Coronavirus
related research on SSRN

Paper statistics

Abstract Views
796
PlumX Metrics