The Influence of Purchase Motivation on Assortment Size Preferences

Sarah Whitley, Boston University, USA
Remi Trudel, Boston University, USA
Didem Kurt, Boston University, USA
We examine how hedonic and utilitarian purchase motivations influence the number of options consumers consider. Across seven studies, consumers prefer larger assortments for hedonically motivated purchases and comparatively smaller assortments for utilitarian motivated purchases. Perceptions of preference uniqueness and difficulty in preference matching underlie this difference in preferred assortment size.
[ to cite ]:
Sarah Whitley, Remi Trudel, and Didem Kurt (2017) ,"The Influence of Purchase Motivation on Assortment Size Preferences", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 959-961.