When Do Consumers Prefer More Choice? Moderating Effects of Regulatory Focus

H. Onur Bodur, Concordia University, Canada
Lissa Matyas, Concordia University, Canada
The purpose of our paper is to understand the nature of the relationship between assortment size and consumer’s reactions to the choice task and the chosen alternative. Consistent with past research, we argue that the relationship between assortment size and consumer’s reactions to the chosen alternative is non-linear. More importantly, we also propose that regulatory focus moderates the relationship between assortment size and consumer reactions to the choice task and the chosen alternative. We present our findings from two studies and discuss implications for marketers.
[ to cite ]:
H. Onur Bodur and Lissa Matyas (2008) ,"When Do Consumers Prefer More Choice? Moderating Effects of Regulatory Focus", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 787-788.