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



Share Proceeding

Featured papers

See More

Featured

F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance

Wided Batat, American University Beirut

Read More

Featured

Social Class and Prosocial Behaviors

Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil

Read More

Featured

J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship

Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.