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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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