The Influence of Purchase Motivation on Assortment Size Preferences

We examine how hedonic and utilitarian purchase motivations influence the number of options consumers consider. Across seven studies, consumers prefer larger assortments for hedonically motivated purchases and comparatively smaller assortments for utilitarian motivated purchases. Perceptions of preference uniqueness and difficulty in preference matching underlie this difference in preferred assortment size.


Sarah Whitley, Remi Trudel, and Didem Kurt (2017) ,"The Influence of Purchase Motivation on Assortment Size Preferences", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 959-961.


Sarah Whitley, Boston University, USA
Remi Trudel, Boston University, USA
Didem Kurt, Boston University, USA


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


Uncertain Reward Campaigns Impact Product Size Choices

Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University

Read More


J5. Buy Better, Buy Less: Future Self-Continuity and Construal Level Affect Investment in Sustainable Consumer Products

Rebecca Peng, Northeastern University, USA
Daniele Mathras, Northeastern University, USA
Katherine Loveland, Xavier University

Read More


The Ritualistic Dimension of Microlending

Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.