Present But Not Consumed: the Interaction of Assortment Size and Product Familiarity on Expected and Actual Product Efficacy

We show that the size of an assortment from which a performance-enhancing product is consumed can impact actual product efficacy experiences. When consumers are familiar (unfamiliar) with the product’s ability to improve performance, the absence (presence) of non-consumed products in an assortment leads to greater expected and actual performance.



Citation:

Noah VanBergen, Caglar Irmak, and Julio Sevilla (2015) ,"Present But Not Consumed: the Interaction of Assortment Size and Product Familiarity on Expected and Actual Product Efficacy", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 249-253.

Authors

Noah VanBergen, University of Miami, USA
Caglar Irmak, University of Miami, USA
Julio Sevilla, University of Georgia, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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