Choice Vs. Search Mindsets and Consumers’ Assortment Size Preference

Consumers’ assortment-size preference depends critically on whether they approach a purchase decision in a choice mindset or a search mindset – specifically, they prefer smaller (larger) assortments when they are in a choice (search) mindset. Moreover, these mindsets moderate how the size of an assortment affects purchase deferral and decision quality.


Benedict G.C. Dellaert, Gerald Häubl, and Sarah Wei (2017) ,"Choice Vs. Search Mindsets and Consumers’ Assortment Size Preference", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 101-106.


Benedict G.C. Dellaert, Erasmus University Rotterdam, The Netherlands
Gerald Häubl, University of Alberta, Canada
Sarah Wei, University of Alberta, Canada


NA - Advances in Consumer Research Volume 45 | 2017

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