11E Back to Basics: Increasing Assortment Size Leads to Selection of Prototypical Choice Options
We posit that consumers choosing from a large (vs. small) assortment tend to “go back to basics” and select options prototypical of the focal product category (e.g., chocolate, strawberry, vanilla flavor for ice-cream). This result can be explained by a greater categorical (vs. comparative) mindset that large assortments activate.
Jasper Teow (2019) ,"11E Back to Basics: Increasing Assortment Size Leads to Selection of Prototypical Choice Options", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 994-994.
Jasper Teow, National University of Singapore, Singapore
NA - Advances in Consumer Research Volume 47 | 2019
Doing it the Hard Way: More Effortful Saving Leads to Less Investing
Joshua I Morris, Stanford University, USA
Szu-chi Huang, Stanford University, USA
Christopher Bechler, Stanford University, USA
Metaphorically Transgressing the Brand Relationship
Alberto Lopez, Tecnológico de Monterrey, MEXICO
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, MEXICO
Turning “Expenses” into “Bills”: How spending Categorization Impacts Budget Optimism and Likelihood of Success
Eleanor Putnam-Farr, Rice University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA