Assortment Variety and Perceived Expertise

We show the relationship between assortment variety and perceived expertise depends on perceivers’ own expertise. Whereas experts perceive less variety as indicating expertise (and choose less varied assortments to portray themselves as experts), novices perceive more variety as indicating expertise (and choose accordingly when they wish to appear as experts).



Citation:

Aner Sela, Siân Morgan, and Michal Maimaran (2017) ,"Assortment Variety and Perceived Expertise", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 74-78.

Authors

Aner Sela, University of Florida, USA
Siân Morgan, University of Florida, USA
Michal Maimaran, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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