Too Much of a Good Thing? Option Attractiveness and Assortment Choice

Consumers often face decisions that involve choosing among assortments comprised of multiple options. In this research, we examine how assortment size influences choice among assortments and, in particular, how the attractiveness of the options comprising the available assortments moderates this process. We propose that, based on consumer expectations of assortment attractiveness, the preference for larger assortments is likely to decrease as the overall attractiveness of both assortments increases. The data from five experiments offer converging evidence in support of this prediction.


Alexander Chernev and Ryan Hamilton (2007) ,"Too Much of a Good Thing? Option Attractiveness and Assortment Choice", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 159-162.


Alexander Chernev, Northwestern University, USA
Ryan Hamilton, Northwestern University, USA


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Willingness to Pay: A Contextualized Method of Valuation

Sharlene He, Concordia University, Canada
Eric T. Anderson, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More


Social Sharing of Negative Emotions in Virtual Travel Communities

Clara Koetz, Rennes School of Business
Anke Piepenbrink, Rennes School of Business

Read More


L8. Recover the Unrecoverable: How Co-Recovery Shifts Consumers ‘Attribution Following a Failed Recovery

Bo Huang, HEC Montreal, Canada
Yany Grégoire, HEC Montreal, Canada
Matthew Philp, HEC Montreal, Canada

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.