Want More Or Need Less: Assortment Size Preferences For Hedonic and Utilitarian Products

Sarah Whitley, Boston University, USA
Remi Trudel, Boston University, USA
Didem Kurt, Boston University, USA
The case has been made that consumers always prefer having more options, yet recent research has argued that too many options can be overwhelming. To reconcile the coexistence of these viewpoints, this research explores how assortment size preferences differ due to the hedonic or utilitarian motivation of the product choice.
[ to cite ]:
Sarah Whitley, Remi Trudel, and Didem Kurt (2014) ,"Want More Or Need Less: Assortment Size Preferences For Hedonic and Utilitarian Products", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 817-817.