The Joint Effects of Choice Assortment and Regulatory Focus on Choice Behavior

Past research suggests that if a set of brand variants makes up an alignable assortment, then increase in size of the assortment affects the market share of the brand in a positive manner. On the contrary, if a set of brand variants makes up a non alignable assortment, then increase in size of the assortment affects the market share of the brand in a negative manner. In other words, assortment type moderates the effect of assortment size on a brand’s market share. We demonstrate that this moderating relationship is not applicable for promotion and prevention focused consumers uniformly.



Citation:

Anirban Som and Yih Hwai Lee (2011) ,"The Joint Effects of Choice Assortment and Regulatory Focus on Choice Behavior", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 582-583.

Authors

Anirban Som, NUS Business School, National University of Singapore, Singapore
Yih Hwai Lee, NUS Business School, National University of Singapore, Singapore



Volume

E - European Advances in Consumer Research Volume 9 | 2011



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