Present But Not Consumed: the Interaction of Assortment Size and Product Familiarity on Expected and Actual Product Efficacy

Noah VanBergen, University of Miami, USA
Caglar Irmak, University of Miami, USA
Julio Sevilla, University of Georgia, USA
We show that the size of an assortment from which a performance-enhancing product is consumed can impact actual product efficacy experiences. When consumers are familiar (unfamiliar) with the product’s ability to improve performance, the absence (presence) of non-consumed products in an assortment leads to greater expected and actual performance.
[ to cite ]:
Noah VanBergen, Caglar Irmak, and Julio Sevilla (2015) ,"Present But Not Consumed: the Interaction of Assortment Size and Product Familiarity on Expected and Actual Product Efficacy", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 249-253.