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


B1. Dynamic Pricing in Stationary Retailing - The Role of Consumer's Trust

Maximilian Clemens Pohst, Heinrich-Heine-University
Caspar Krampe, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University

Read More


D11. A Hidden Cost of Advocating: Attitude Depolarization After Recommending

Ravini Savindya Abeywickrama, University of Melbourne, Australia
Gergely Nyilasy, University of Melbourne, Australia
Simon M. Laham, University of Melbourne, Australia

Read More


J2. Consistence vs. Variety: The Effect of Temporal Orientation on Variety Seeking

YUAN ZHANG, Xiamen University
SHAOQING ZHANG, Quanzhou Normal 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.