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The Presence of Variety Reduces Perceived Quantity

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  • Joseph P. Redden
  • Stephen J. Hoch

Abstract

Against common intuition, we find that variety in an assortment reduces its perceived quantity. Two studies show that people provide larger quantity estimates when shown random patterns of identical colored dots or geometric shapes than when those patterns contain variety. The difference in perceived quantity does not grow as the number of different types increases beyond two, and it disappears if the overall area occupied by the set is made salient through context. We attribute the results to the natural consolidation of identical items into a single Gestalt whole that makes the set seem larger. Two additional studies show that this perceptual influence also causes people to pour more when using varied items to match a sample of food. The article closes with a discussion of the potential implications of these findings for variety research and portion control.

Suggested Citation

  • Joseph P. Redden & Stephen J. Hoch, 2009. "The Presence of Variety Reduces Perceived Quantity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 406-417.
    • Handle: RePEc:oup:jconrs:doi:10.1086/598971
    DOI: 10.1086/598971
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    Cited by:

    1. Lee, Ha Kyung & Choo, Ho Jung, 2019. "Birds of a feather flocked together look abundant: The visual gestalt effect of an assortment presentation," Journal of Business Research, Elsevier, vol. 104(C), pages 170-182.
    2. Shen, Liang & Cai, Fengyan & Wyer, Robert S., 2022. "How the interplay of variety and processing strategy affects calorie estimates," Journal of Business Research, Elsevier, vol. 147(C), pages 97-107.
    3. Ketron, Seth & Spears, Nancy, 2019. "Sounds like a heuristic! Investigating the effect of sound-symbolic correspondences between store names and sizes on consumer willingness-to-pay," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 285-292.
    4. Rai Dipankar & Lin Chien-Wei (Wilson) & Ierlan Magdoleen T., 2016. "The Influence of Scheduling Style on Assortment Size," Management & Marketing, Sciendo, vol. 11(4), pages 553-565, December.
    5. Yuli Zhang & Hyokjin Kwak & Marina Puzakova & Charles R. Taylor, 2021. "Space between products on display: the impact of interspace on consumer estimation of product size," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1109-1131, November.

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