The Company They Keep: the Influence of Reasons For Option Limitation on Assortment Judgments

We investigate the effects of option limitation (i.e., removing items from a choice set; Zhang and Fitsimmons 1999) on judgments of available items. We argue that such effects depend on the reasons provided for option limitation (e.g., whether removed items are labeled sold-out versus discontinued) as well as whether assortment characteristics highlight the similarities among items. We test our predictions against two contrasting accounts based on reactance theory and halo effects. Across three studies, we find support for our prediction as well as evidence that this interactive effect is mediated by choice process satisfaction and moderated by market knowledge.


Ann Schlosser and Tiffany White (2007) ,"The Company They Keep: the Influence of Reasons For Option Limitation on Assortment Judgments", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 479-480.


Ann Schlosser, University of Washington, U.S.A.
Tiffany White, University of Illinois, U.S.A.


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


My Money is Yours, but My Time is Still Mine: Inseparability of Consumption from the Self Increases Control and Giving

John P. Costello, Ohio State University, USA
Selin A. Malkoc, Ohio State University, USA

Read More


J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship

Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University

Read More


M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities

Richard Kedzior, Bucknell University

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.