Large Assortments Are a Double-Edged Sword: How Perceived Variety and Perceived Choice Difficulty Jointly Predict Consumers’ Satisfaction

Michael Dorn, University of Bern, Switzerland
Adrian Brügger, University of Bern, Switzerland
Claude Messner, University of Bern, Switzerland
High variety assortments are a double-edged sword. On one hand perceiving large variety is attractive, on the other hand choosing from it can cause perceived choice difficulty. Using mass-customizations tools our two studies show how both antipodal processes jointly determine consumers’ satisfaction with the customized product.
[ to cite ]:
Michael Dorn, Adrian Brügger, and Claude Messner (2015) ,"Large Assortments Are a Double-Edged Sword: How Perceived Variety and Perceived Choice Difficulty Jointly Predict Consumers’ Satisfaction", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 784-784.