How Large Assortments Lead Us to Succumb to Temptation

Counter to current belief that consumers’ choices become more virtuous with increasing assortment size, this research reveals the opposite choice-pattern. Due to product agnosia, consumers’ urge to justify their choices diminishes when choosing from large (vs. small) assortments, rendering them prone to select vices over virtues, despite higher choice difficulty.


Julie Verstraeten (2018) ,"How Large Assortments Lead Us to Succumb to Temptation ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 134-135.


Julie Verstraeten, Ghent University, Belgium


E - European Advances in Consumer Research Volume 11 | 2018

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