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Positive affect moderates the impact of assortment size on choice satisfaction

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  • Spassova, Gerri
  • Isen, Alice M.

Abstract

The present research proposes that positive affect mitigates choice overload. Results from four studies show that whereas people in neutral affect feel less satisfied when choosing from a large relative to a small assortment, people in positive affect do not experience a decline in satisfaction and may even feel more satisfied when choosing from a large, relative to a small assortment. It is proposed that positive affect has these effects by shifting people's attention from the difficulty of the choice task to the quality of the assortment, as a basis for judgment of choice satisfaction.

Suggested Citation

  • Spassova, Gerri & Isen, Alice M., 2013. "Positive affect moderates the impact of assortment size on choice satisfaction," Journal of Retailing, Elsevier, vol. 89(4), pages 397-408.
    • Handle: RePEc:eee:jouret:v:89:y:2013:i:4:p:397-408
    DOI: 10.1016/j.jretai.2013.05.003
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    3. Ho Huy Tuu & Nguyen Huu Khoi & Svein Ottar Olsen, 2021. "How consumer innovativeness, technological expertise, and consideration set size can explain mobile commerce use: An extended understanding using a moderation–mediation model," Information Systems and e-Business Management, Springer, vol. 19(3), pages 1015-1038, September.
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    7. Mathmann, Frank & Chylinski, Mathew & de Ruyter, Ko & Higgins, E. Tory, 2017. "When Plentiful Platforms Pay Off: Assessment Orientation Moderates the Effect of Assortment Size on Choice Engagement and Product Valuation," Journal of Retailing, Elsevier, vol. 93(2), pages 212-227.
    8. Kautish, Pradeep & Paul, Justin & Sharma, Rajesh, 2021. "The effect of assortment and fulfillment on shopping assistance and efficiency: An e-tail servicescape perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    9. Cristinel Vasiliu & Mihai Ovidiu Cercel, 2015. "Innovation in retail: impact on creating a positive experience when buying fashion products," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 583-583, May.
    10. Aydinli, Aylin & Gu, Yangjie & Pham, Michel Tuan, 2017. "An experience-utility explanation of the preference for larger assortments," International Journal of Research in Marketing, Elsevier, vol. 34(3), pages 746-760.
    11. Xinye Hu & Ofir Turel & Wanting Chen & Jia Shi & Qinghua He, 2023. "The effect of trait-state anxiety on choice overload: the mediating role of choice difficulty," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 50(2), pages 143-152, June.
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    13. Michael J. Barone & Alexander Fedorikhin & David E. Hansen, 2017. "The influence of positive affect on consideration set formation in memory-based choice," Marketing Letters, Springer, vol. 28(1), pages 59-69, March.

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