Too Much of a Good Thing? Option Attractiveness and Assortment Choice

36 Pages Posted: 23 Mar 2006

Date Written: March 2006

Abstract

Consumers often face decisions that involve choosing among assortments comprised of multiple options. In this article, we examine how assortment size influences consumer choice among assortments and, in particular, how assortment attractiveness moderates this process. In particular, we propose that the preference for larger assortments is likely to decrease as the overall attractiveness of both assortments increases. This prediction is supported by the data from four experiments offer converging evidence in support of the theoretical predictions.

Keywords: assortment, option attractiveness, choice, consumer behavior

Suggested Citation

Chernev, Alexander and Hamilton, Ryan, Too Much of a Good Thing? Option Attractiveness and Assortment Choice (March 2006). Available at SSRN: https://ssrn.com/abstract=893053 or http://dx.doi.org/10.2139/ssrn.893053

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

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