When Knowledge Is De-Motivating: Consumer Knowledge and Assortment Size

Hadar Liat, The Arison School of Business, IDC Herzliya, Israel
Sanjay Sood, UCLA Anderson School of Management, USA
Previous research has shown that consumers prefer to be offered with choice than not, but that too much choice can be de-motivating. We present evidence that the impact of assortment size on choice depends on the extent to which consumers are knowledgeable about the product category. In particular, the results of three studies show that extensive choice is de-motivating when consumers are knowledgeable about the product category, but it is motivating when consumers are ignorant about the product category. We discuss the implication for marketing strategies.
[ to cite ]:
Hadar Liat and Sanjay Sood (2010) ,"When Knowledge Is De-Motivating: Consumer Knowledge and Assortment Size", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 579-579 .