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Feature Complementarity and Assortment in Choice

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  • Alexander Chernev

Abstract

This research argues that the purchase probability from a given choice set is contingent on the complementarity of the features differentiating its options. In particular, two types of features are distinguished: complementary features, which are characterized by the additivity of their utilities, and noncomplementary features, which are characterized by nonadditive utilities. In this context, it is argued that assortments in which options are differentiated by noncomplementary features are likely to be associated with a greater probability of purchase than assortments with options differentiated by complementary features. This prediction is supported by data from three experimental studies. The article concludes with a discussion of the theoretical implications and offers directions for further research. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Alexander Chernev, 2005. "Feature Complementarity and Assortment in Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 748-759, March.
    • Handle: RePEc:oup:jconrs:v:31:y:2005:i:4:p:748-759
    DOI: 10.1086/426608
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    Cited by:

    1. Nagler Matthew G., 2007. "Understanding the Internet's Relevance to Media Ownership Policy: A Model of Too Many Choices," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 7(1), pages 1-28, June.
    2. Linhai Wu & Pingping Liu & Xiujuan Chen & Wuyang Hu & Xuesen Fan, 2021. "Contents of product attributes and the decoy effect: A study on traceable pork from the perspective of consumer utility," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(4), pages 974-984, June.
    3. Radon, Anita & Brannon, Daniel C. & Reardon, James, 2021. "Ketchup with your fries? Utilizing complementary product displays to transfer attention to a focal product," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    4. Yan Dong & Moonwon Chung & Chen Zhou & Sriram Venkataraman, 2019. "Banking on “Mobile Money”: The Implications of Mobile Money Services on the Value Chain," Manufacturing & Service Operations Management, INFORMS, vol. 21(2), pages 290-307, May.
    5. Chakravarthi Narasimhan & Özge Turut, 2013. "Differentiate or Imitate? The Role of Context-Dependent Preferences," Marketing Science, INFORMS, vol. 32(3), pages 393-410, May.
    6. Dimitrios Tsekouras & Benedict G. C. Dellaert & Bas Donkers & Gerald Häubl, 2020. "Product set granularity and consumer response to recommendations," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 186-202, March.
    7. Vidya Mani & Douglas J. Thomas & Saurabh Bansal, 2022. "Estimating Substitution and Basket Effects in Retail Stores: Implications for Assortment Planning," Management Science, INFORMS, vol. 68(7), pages 5002-5024, July.
    8. Blakeley B. McShane & Ulf Böckenholt, 2018. "Multilevel Multivariate Meta-analysis with Application to Choice Overload," Psychometrika, Springer;The Psychometric Society, vol. 83(1), pages 255-271, March.
    9. Earl, Peter E. & Wakeley, Tim, 2010. "Economic perspectives on the development of complex products for increasingly demanding customers," Research Policy, Elsevier, vol. 39(8), pages 1122-1132, October.
    10. Jonah Berger & Michaela Draganska & Itamar Simonson, 2007. "The Influence of Product Variety on Brand Perception and Choice," Marketing Science, INFORMS, vol. 26(4), pages 460-472, 07-08.
    11. Mark Dean & Dilip Ravindran & Jorg Stoye, 2022. "A Better Test of Choice Overload," Papers 2212.03931, arXiv.org.

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