The Effects of Perceived Goal Progress and Assortment Size on Consumer Choice

Moon-Yong Kim, Hankuk University of Foreign Studies, Republic of Korea
When consumers buy multiple items simultaneously, this research proposes that (1) consumers’ perceived level of goal progress will affect their relative choice share of vices (vs. virtues); and (2) their perceived goal progress will moderate how assortment size influences their choice between vices and virtues.
[ to cite ]:
Moon-Yong Kim (2013) ,"The Effects of Perceived Goal Progress and Assortment Size on Consumer Choice", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.