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
Share Proceeding
Featured papers
See MoreFeatured
Trusting the data, the self and “the other” in self tracking practices
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark
Featured
Donate Today or Give Tomorrow? Adding a Time Delay Increases Donation Amount but not Willingness to Donate
Emily Powell, New York University, USA
Minah Jung, New York University, USA
Joachim Vosgerau, Bocconi University, Italy
Eyal Pe'er, Bar-Ilan University
Featured
How Mortality Salience Shapes Consumers’ Responses to Brands
Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University