Too Much of a Good Thing? Option Attractiveness and Assortment Choice

Alexander Chernev, Northwestern University, USA
Ryan Hamilton, Northwestern University, USA
Consumers often face decisions that involve choosing among assortments comprised of multiple options. In this research, we examine how assortment size influences choice among assortments and, in particular, how the attractiveness of the options comprising the available assortments moderates this process. We propose that, based on consumer expectations of assortment attractiveness, the preference for larger assortments is likely to decrease as the overall attractiveness of both assortments increases. The data from five experiments offer converging evidence in support of this prediction.
[ to cite ]:
Alexander Chernev and Ryan Hamilton (2007) ,"Too Much of a Good Thing? Option Attractiveness and Assortment Choice", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 159-162.