Great Expectations?! Assortment Size, Expectations, and Purchase Likelihood

Recently, researchers have demonstrated the detrimental effects of too much choice, suggesting that decreased purchase likelihood and decision confidence are caused by choice overload and heightened decision complexity from large assortments (e.g. Iyengar and Lepper 2000, Chernev 2003). We propose an additional mechanism that may decrease purchase likelihood from larger assortments. We suggest that exposure to larger assortments raises consumers’ expectations regarding the best fitting option they will be able to find. Higher expectations give rise to negative disconfirmation and may thus reduce purchases from larger assortments. Findings from two scenario studies lend initial support to the proposed mechanism.



Citation:

Kristin Diehl, Cait Poynor, and Peter Boatwright (2005) ,"Great Expectations?! Assortment Size, Expectations, and Purchase Likelihood", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 605-605.

Authors

Kristin Diehl, University of South Carolina
Cait Poynor, University of South Carolina
Peter Boatwright, Carnegie Mellon University



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

Unobserved Altruism: How Social- And Self-Signaling Motivations Shape Willingness to Donate

Jennifer Savary, University of Arizona, USA
Kelly Goldsmith, Vanderbilt University, USA

Read More

Featured

Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation

Laura R Oswald, Marketing Semiotics

Read More

Featured

G6. Brightness Increases More Positive Views of Humanity and Prosocial Behavior of People Low in Moral Identity Internalization

Jun Yan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Fang Wan, University of Manitoba, 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.