Jack of All Trades, Master of None: the Impact of Assortment Inferences on Choice

This research examines how inferences related to store assortment variety influence consumer attitudes and choice. We find evidence for the existence of a “jack-of-all-trades-master-of-none” lay theory, such that consumers are found to base their attitudes and choice on the assortment variety of seemingly irrelevant products available at a store. In particular, the first study demonstrates perceived quality and purchase likelihood are lower for products that are part of relatively larger (vs. smaller) assortments of unrelated items. A second study currently underway examines the moderating role of comparability of items that are part of the assortment.



Citation:

Chrissy Mitakakis and Thomas Kramer (2010) ,"Jack of All Trades, Master of None: the Impact of Assortment Inferences on Choice", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 867-868 .

Authors

Chrissy Mitakakis, Baruch College, CUNY, USA
Thomas Kramer, Baruch College, CUNY, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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