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| Author: | Chernev, A. |
| Title: | When more is less and less is more: the role of ideal point availability and assortment in consumer choice |
| Journal: | Journal of Consumer Research
2003 : SEP, VOL. 30:2, p. 170-183 |
| Index terms: | Consumer behaviour Consumer choice Product variety |
| Language: | eng |
| Abstract: | Selections made from large assortments can lead to weaker preferences. This research is built on extant literature and it identifies ideal point availability as a key factor moderating the impact of assortment on choice. The author proposes that, in the case of large assortments, ideal point availability can simplify choice, leading to a stronger preference for the selected alternative. In contrast, for choices made from smaller assortments, ideal point availability is proposed to have the opposite effect, leading to weaker preferences. |
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