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.



Citation:

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.

Authors

Jasper Teow, National University of Singapore, Singapore



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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