The Influence of Assortment Size on Preference-Consistent Choice.

Maarten Elen, Ghent University, Belgium
Ineke Uyttersprot, University College Ghent, Belgium
Maggie Geuens, Ghent University and Vlerick Leuven Gent Management School, Belgium
Iris Vermeir, Ghent University, Belgium
Contrary to previously reported adverse effects of large assortments, we suggest that greater variety increases preference-consistent choice if the preferred alternative is accessible. Experimental data confirm that more respondents choose their most preferred alternative from stage one, in a choice task in stage 2, when the assortment was large versus small.
[ to cite ]:
Maarten Elen, Ineke Uyttersprot, Maggie Geuens, and Iris Vermeir (2011) ,"The Influence of Assortment Size on Preference-Consistent Choice.", 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.