The Effects of Perceived Goal Progress and Assortment Size on Choice

When consumers buy multiple items simultaneously, this research proposes that (1) consumers’ perceived level of goal progress will affect their relative choice share of vices (vs. virtues); and (2) their perceived goal progress will moderate how assortment size influences their choice between vices and virtues and their variety-seeking behaviors.



Citation:

Moon-Yong Kim (2013) ,"The Effects of Perceived Goal Progress and Assortment Size on Choice", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 345-345.

Authors

Moon-Yong Kim, Hankuk University of Foreign Studies, South Korea



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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