Jack of All Trades, Master of None: the Impact of Assortment Inferences on Choice

Chrissy Mitakakis, Baruch College, CUNY, USA
Thomas Kramer, Baruch College, CUNY, USA
This research examines how inferences related to store assortment variety influence consumer attitudes and choice. We find evidence for the existence of a “jack-of-all-trades-master-of-none” lay theory, such that consumers are found to base their attitudes and choice on the assortment variety of seemingly irrelevant products available at a store. In particular, the first study demonstrates perceived quality and purchase likelihood are lower for products that are part of relatively larger (vs. smaller) assortments of unrelated items. A second study currently underway examines the moderating role of comparability of items that are part of the assortment.
[ to cite ]:
Chrissy Mitakakis and Thomas Kramer (2010) ,"Jack of All Trades, Master of None: the Impact of Assortment Inferences on Choice", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 867-868 .