Coffee Without Overchoice

Claude Messner, University of Bern, Switzerland
Michaela Wänke, University of Mannheim, Germany
After choosing from simultaneously presented options, a coffee tastes less chosen from a large assortment than a small one. However, this effect reversed when consumers decided among attributes sequentially. Apparently, sequential choice is an effective strategy to keep the benefits of a large assortment without suffering from the costs.
[ to cite ]:
Claude Messner and Michaela Wänke (2012) ,"Coffee Without Overchoice", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1138-1138.