When More Is Really More: Effects of Innovativeness and Product Descriptions on Reactions to New Product Assortments

A predominant assumption is that more choices mean better options and greater satisfaction. We explore conditions under which having more options can positively versus negatively influence consumers’ willingness to try low familiarity products. We propose that the effect of assortment size on consumers’ intentions to try low familiarity products depends upon the congruence between consumers’ beliefs about being innovative and how the products in the assortment are described.



Citation:

Tiffany White and Ann Schlosser (2006) ,"When More Is Really More: Effects of Innovativeness and Product Descriptions on Reactions to New Product Assortments", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 308-309.

Authors

Tiffany White, University of Illinois
Ann Schlosser, University of Washington



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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