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.



Citation:

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.

Authors

Marissa A. Sharif, University of California Los Angeles, USA
Elizabeth C. Webb, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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