When Goal-Derived Assortments Lead to Goal-Inconsistent Choices

Retailers increasingly organize assortments by goal to help consumers in their decision process. Counterintuitively, we show that this practice decreases the likelihood that consumers choose the goal-maximizing item. Because goal-relevant attributes become less diagnostic, consumers revert to goal-irrelevant dimensions, choosing a product less consistent with their goal.


Kristof Geskens, Andrea Bonezzi , Alexander Chernev, Karen Gorissen, and Bert Weijters (2016) ,"When Goal-Derived Assortments Lead to Goal-Inconsistent Choices", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 457-457.


Kristof Geskens, Vlerick Business School, Belgium
Andrea Bonezzi , New York University, USA
Alexander Chernev, Northwestern University, USA
Karen Gorissen, Ghent University, Belgium
Bert Weijters, Ghent University, Belgium


NA - Advances in Consumer Research Volume 44 | 2016

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