The Preference For Larger Assortments in Feeling-Based Decisions

We suggest that consumers’ preference for larger assortments depends on the decision process that they follow. Four studies show that consumers’ relative preference for larger assortments is more pronounced when the decision is likely to be based on feelings. This is driven by consumers’ expansive exploratory mindset in feeling-based decisions.



Citation:

Aylin Aydinli, Yangjie Gu, and Michel T. Pham (2013) ,"The Preference For Larger Assortments in Feeling-Based Decisions", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 176-177.

Authors

Aylin Aydinli, London Business School, UK
Yangjie Gu, London Business School, UK
Michel T. Pham, Columbia University, USA



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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