For the Heart, Less Is More: the Role of Emotions in Assortment Size Preferences

Yangjie Gu, London Business School, UK
Aylin Aydinli, London Business School, UK
We examine how reliance on one’s feelings during decision making influences assortment size preferences. Two studies demonstrated that greater reliance on feelings mitigated the difference in preferences for large versus smaller assortments due to individuals’ insensitivity to the difference in perceived variety provided by large versus smaller assortments. In particular, consumers who relied on their feelings to a greater extent were more likely to prefer smaller assortments.
[ to cite ]:
Yangjie Gu and Aylin Aydinli (2011) ,"For the Heart, Less Is More: the Role of Emotions in Assortment Size Preferences ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 798-799.