When Goal-Derived Assortments Lead to Goal-Inconsistent Choices

Kristof Geskens, Vlerick Business School, Belgium
Andrea Bonezzi , New York University, USA
Alexander Chernev, Northwestern University, USA
Karen Gorissen, Ghent University, Belgium
Bert Weijters, Ghent University, Belgium
Retailers increasingly organize assortments by goal to help consumers in their decision process. Counterintuitively, we show that this practice decreases the likelihood that consumers choose the goal-maximizing item. Because goal-relevant attributes become less diagnostic, consumers revert to goal-irrelevant dimensions, choosing a product less consistent with their goal.
[ to cite ]:
Kristof Geskens, Andrea Bonezzi , Alexander Chernev, Karen Gorissen, and Bert Weijters (2016) ,"When Goal-Derived Assortments Lead to Goal-Inconsistent Choices", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 457-457.