Taking the Easy Way Out: the Structure of Complex Assortments Navigates Consumers Towards Different Product Choice Locations Under the Condition of Broad Attentional Scope
Across two studies we show that assortment complexity affects consumers with a broad, but not with a narrow attentional scope. Consumers with a broad attentional scope not only take longer to choose most preferred product from a complex assortment, they also select products from different locations depending on assortment structure.
Citation:
Sebastian Sadowski, Bob M. Fennis, and Koert van Ittersum (2016) ,"Taking the Easy Way Out: the Structure of Complex Assortments Navigates Consumers Towards Different Product Choice Locations Under the Condition of Broad Attentional Scope", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 756-756.
Authors
Sebastian Sadowski, University of Groningen, The Netherlands
Bob M. Fennis, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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