The Role of Abundance Salience in Consumers’ Assortment Preference

Four studies demonstrate that making an abundant product inventory salient to consumers, or more in general, putting consumers in an abundant mindset, increases a relative preference for smaller assortments. This is because abundance salience satisfies consumers’ feelings of control and substitutes for the sense of control provided by larger assortments.


Yangjie Gu and Yuechen Wu (2017) ,"The Role of Abundance Salience in Consumers’ Assortment 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.


Yangjie Gu, HEC Paris, France
Yuechen Wu, University of Maryland, USA


NA - Advances in Consumer Research Volume 45 | 2017

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