The Effect of Assortment Categorization and Construal Level on Consumer Satisfaction

Our work explores the interplay between construal levels and assortment categorization on consumers’ satisfaction. We found that consumers are more satisfied with an assortment with fewer (vs. more) categories when under a concrete construal, and that this effect is mediated by fluency perceptions, attenuated by consumers’ familiarity with the product.


Bianca Kato and Juan Wang (2020) ,"The Effect of Assortment Categorization and Construal Level on Consumer Satisfaction", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1202-1202.


Bianca Kato, University of Guelph, Canada
Juan Wang, University of Guelph, Canada


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products

Read More


G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University

Read More


The Effect of Bariatric Surgery on Delay Discounting for Food and Money: A Longitudinal Study

Ratnalekha Venkata Naga Viswanadham, INSEAD, France
Hilke Plassmann, INSEAD, France
Yann Cornil, University of British Columbia, Canada
Pierre Chandon, INSEAD, France

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.