The Role of Choice Set Size on Consumers’ Preference For Unconventional Goods
We assess if and how the number of options available in a choice set affects preferences. We find that consumers are more likely to choose a more unconventional product when choosing from larger choice sets than from smaller choice sets.
Marissa A. Sharif and Elizabeth C. Webb (2016) ,"The Role of Choice Set Size on Consumers’ Preference For Unconventional Goods", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 619-622.
Marissa A. Sharif, University of California Los Angeles, USA
Elizabeth C. Webb, Columbia University, USA
NA - Advances in Consumer Research Volume 44 | 2016
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