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


Consuming Time-Space Imaginations: Bakhtin’s Chronotope on Robots and Artificial Intelligence

Marat Bakpayev, University of Minnesota Duluth, USA
Alima Yesmukanova, KIMEP University

Read More


The Unbearable Smallness of Being: How Feeling Physical Small Influences Decision Delegation

Eunyoung Camilla Song, University of Florida, USA
Yanping Tu, University of Florida, USA
Rima Touré-Tillery, Northwestern University, USA

Read More


Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features

Liad Weiss, University of Wisconsin - Madison, USA

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.