Illusion of Variety: Poor Readability Enhances Perceived Variety

Zhongqiang (Tak) Huang, Chinese University of Hong Kong, Hong Kong, China
Jessica Y. Y. Kwong, Chinese University of Hong Kong, Hong Kong, China
This research studies how perceived variety may be influenced by obviously irrelevant factors such as the font readability of assortment information. Through three experiments, we demonstrated that difficult-to-read assortments were judged to be more varied (i.e. the illusion of variety), and this effect was driven by a difficulty-variety naive belief.
[ to cite ]:
Zhongqiang (Tak) Huang and Jessica Y. Y. Kwong (2013) ,"Illusion of Variety: Poor Readability Enhances Perceived Variety", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.