The Impact of Assortment Variety on Inferences and Purchase Intentions

Chrissy Mitakakis, Baruch College, USA
Thomas Kramer, Baruch College, USA
We examine a “jack-of-all-trades-master-of-none” inference strategy consumers use when evaluating products. Studies demonstrate that consumers are more likely to purchase an item that is found among small (vs. large) assortment variety. The effect is moderated by the level of comparability of other assortment items and is driven by quality perceptions.
[ to cite ]:
Chrissy Mitakakis and Thomas Kramer (2011) ,"The Impact of Assortment Variety on Inferences and Purchase Intentions", 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.