Product Assortment and Individual Decision Processes

Journal of Personality and Social Psychology, Vol. 85, No. 1, pp. 151-162, 2003

12 Pages Posted: 6 Mar 2006

Abstract

Research presented in this article examines the impact of product assortment on individuals' decisions. Four experiments report converging evidence that the impact of assortment is moderated by the degree to which individuals have articulated attribute preferences, whereby individuals with an articulated ideal point are more likely to prefer larger assortments than individuals without articulated preferences. The data further show that choices made from large assortments are associated with more selective, alternative-based, and confirmatory processing for individuals with articulated preferences and more comprehensive, attribute-based, and comparative processing for those without articulated preferences.

Keywords: decision making, choice, assortment

Suggested Citation

Chernev, Alexander, Product Assortment and Individual Decision Processes. Journal of Personality and Social Psychology, Vol. 85, No. 1, pp. 151-162, 2003. Available at SSRN: https://ssrn.com/abstract=887557

Alexander Chernev (Contact Author)

Northwestern University - Department of Marketing ( email )

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

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