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Retail Choice Architecture: The Effects of Benefit- and Attribute-Based Assortment Organization on Consumer Perceptions and Choice

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  • Cait Poynor Lamberton
  • Kristin Diehl

Abstract

This article explores the effects of two distinct retail choice architectures--those that organize assortments by attributes and those that organize items by benefits. Relative to attribute-based organizations, benefit-based organizations lead to more abstract construal and heighten similarity perceptions among items in an assortment. Such changes in similarity perceptions alter consumers' strength of preference among items: when choosing from benefit- as opposed to attribute-based organizations, consumers select lower-priced items and are more similarly satisfied with their top choice as with a lower-ranked option. Further, consumers' internal shopping objectives and orientations cued by the external organization may interact in ways that heighten similarity perceptions. Results suggest that abstract construal cues, regardless of whether they arise internally or externally, may dominate concrete cues in the type of shopping context under consideration.

Suggested Citation

  • Cait Poynor Lamberton & Kristin Diehl, 2013. "Retail Choice Architecture: The Effects of Benefit- and Attribute-Based Assortment Organization on Consumer Perceptions and Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 393-411.
    • Handle: RePEc:oup:jconrs:doi:10.1086/671103
    DOI: 10.1086/671103
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    Cited by:

    1. Zheng, Xiaoying & Baskin, Ernest & Dhar, Ravi, 2019. "By-Brand or By-Category? The Effect of Display Format on Brand Extension Evaluation," Journal of Retailing, Elsevier, vol. 95(3), pages 76-85.
    2. Hyowon Kim & Dong Soo Kim & Greg M. Allenby, 2020. "Benefit Formation and Enhancement," Quantitative Marketing and Economics (QME), Springer, vol. 18(4), pages 419-468, December.
    3. Gotfredsen, Andreas & Nielsen, Carsten S. & Sebald, Alexander C. & Webb, Edward J.D., 2021. "Manipulating perception: The effect of product similarity on valuations and markets," Journal of Economic Behavior & Organization, Elsevier, vol. 190(C), pages 263-286.
    4. Massara, Francesco & Scarpi, Daniele & Melara, Robert D. & Porcheddu, Daniele, 2018. "Affect transfer from national brands to store brands in multi-brand stores," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 103-110.
    5. Vakeel, Khadija Ali & Fudurić, Morana & Malthouse, Edward C., 2021. "Extending variety seeking to multi-sided platforms: Impact of new retailer listing," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    6. Santi, Éverton & Aloise, Daniel & Blanchard, Simon J., 2016. "A model for clustering data from heterogeneous dissimilarities," European Journal of Operational Research, Elsevier, vol. 253(3), pages 659-672.
    7. Gabriele Pizzi & Gian Luca Marzocchi, 2020. "Consumer-defined assortments: application of card-sorting to category management," Italian Journal of Marketing, Springer, vol. 2020(1), pages 67-84, March.
    8. Mou, Shandong & Robb, David J. & DeHoratius, Nicole, 2018. "Retail store operations: Literature review and research directions," European Journal of Operational Research, Elsevier, vol. 265(2), pages 399-422.
    9. Grandi, Benedetta & Burt, Steve & Cardinali, Maria Grazia, 2021. "Encouraging healthy choices in the retail store environment: Combining product information and shelf allocation," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    10. 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.
    11. Pizzi, Gabriele & Scarpi, Daniele, 2016. "The effect of shelf layout on satisfaction and perceived assortment size: An empirical assessment," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 67-77.
    12. Dellaert, B.G.C. & Johnson, E.J. & Baker, T., 2019. "Choice Architecture for Healthier Insurance Choices: Ordering and Partitioning Can Improve Decisions," ERIM Report Series Research in Management ERS-2019-008-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    13. Kelting, Katie & Berry, Christopher & van Horen, Femke, 2019. "The presence of copycat private labels in a product set increases consumers' choice ease when shopping with an abstract mindset," Journal of Business Research, Elsevier, vol. 99(C), pages 264-274.
    14. Wen, Na & Lurie, Nicholas H., 2019. "More Than Aesthetic: Visual Boundaries and Perceived Variety," Journal of Retailing, Elsevier, vol. 95(3), pages 86-98.
    15. Yunhui Huang & Kai H. Lim & Zhijie Lin & Shunping Han, 2019. "Large Online Product Catalog Space Indicates High Store Price: Understanding Customers’ Overgeneralization and Illogical Inference," Information Systems Research, INFORMS, vol. 30(3), pages 963-979, September.
    16. Sarantopoulos, Panagiotis & Theotokis, Aristeidis & Pramatari, Katerina & Doukidis, Georgios, 2016. "Shopping missions: An analytical method for the identification of shopper need states," Journal of Business Research, Elsevier, vol. 69(3), pages 1043-1052.
    17. Dong Soo Kim & Roger A. Bailey & Nino Hardt & Greg M. Allenby, 2017. "Benefit-Based Conjoint Analysis," Marketing Science, INFORMS, vol. 36(1), pages 54-69, January.
    18. Lee, Na Young & Noble, Stephanie M. & Zablah, Alex R., 2020. "So distant, yet useful: The impact of distal stories on customers’ service expectations," Journal of Business Research, Elsevier, vol. 113(C), pages 230-242.
    19. Jing Wang & Catherine A. Cole, 2016. "The Effects of Age and Expertise on Product Evaluations: Does the Type of Information Matter?," Management Science, INFORMS, vol. 62(7), pages 2039-2053, July.
    20. Katie Kelting & Adam Duhachek & Kimberly Whitler, 2017. "Can copycat private labels improve the consumer’s shopping experience? A fluency explanation," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 569-585, July.
    21. Diehl, Kristin & van Herpen, Erica & Lamberton, Cait, 2015. "Organizing Products with Complements versus Substitutes: Effects on Store Preferences as a Function of Effort and Assortment Perceptions," Journal of Retailing, Elsevier, vol. 91(1), pages 1-18.
    22. Villanova, Daniel & Bodapati, Anand V. & Puccinelli, Nancy M. & Tsiros, Michael & Goodstein, Ronald C. & Kushwaha, Tarun & Suri, Rajneesh & Ho, Henry & Brandon, Renee & Hatfield, Cheryl, 2021. "Retailer Marketing Communications in the Digital Age: Getting the Right Message to the Right Shopper at the Right Time," Journal of Retailing, Elsevier, vol. 97(1), pages 116-132.
    23. Daniele Scarpi, 2021. "A construal-level approach to hedonic and utilitarian shopping orientation," Marketing Letters, Springer, vol. 32(2), pages 261-271, June.

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