The Variety Paradox - Why Less Evokes More

Anne Klesse, Maastricht University, The Netherlands
Caroline Goukens, Maastricht University, The Netherlands
Kelly Geyskens, Maastricht University, The Netherlands
Ko de Ruyter, Maastricht University, The Netherlands
We argue that low-variety- compared to high-variety assortments are more effective in stimulating variety seeking in subsequent decisions. This is grounded on reactance theory: Low variety evokes perceptions of limited choice, triggers reactance and entices consumers to seek variety in order to reassure their freedom. Five studies support this prediction.
[ to cite ]:
Anne Klesse, Caroline Goukens, Kelly Geyskens, and Ko de Ruyter (2011) ,"The Variety Paradox - Why Less Evokes More ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.