10-P: Solving the Paradox of a Large Assortment: the Moderating Role of Choice Mode
Prior research on the effect of assortment size on purchase behavior revealed that consumers prefer a large (vs. small) assortment, but are less satisfied with the selected product from a large (vs. small) assortment. We demonstrate that the moderating effect of choice mode (instrumental vs. experiential) can explain this paradox.
Mikyoung Lim and Young-Won Ha (2017) ,"10-P: Solving the Paradox of a Large Assortment: the Moderating Role of Choice Mode", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1045-1045.
Mikyoung Lim, Sogang University, Republic of Korea
Young-Won Ha, Sogang University, Republic of Korea
NA - Advances in Consumer Research Volume 45 | 2017
7-C: Conceptualizing the Digital Experience in Luxury
Wided Batat, University of Lyon 2, France
Olivier Sinai, Birkbeck, University of London, UK
Yuck! Feelings of Disgust, Self-threats and Compensatory Behaviors.
Elena Fumagalli, HEC Paris, France
L.J. Shrum, HEC Paris, France
The Broken Bargain: Social Exclusion Reduces Willingness to Incur Personal Costs for the Sake of Society
Iman Naderi , Fairfield University, USA
Nicole L. Mead, University of Melbourne, Australia