Decision Focus and Consumer Choice among Assortments
This research examines an empirical paradox documented by prior research: when choosing among assortments, consumers opt for the variety offered by larger assortments; however, consumers often are less confident in choices made from larger rather than from smaller assortments. By implying that consumers cannot always accurately predict their need for variety, this preference inconsistency also raises the question of what factors influence consumers' tendency to overestimate their need for the flexibility offered by larger assortments. Building on the view of choice as a hierarchical decision process, this research posits that choice among assortments is a function of consumers' decision focus and, in particular, the degree to which the subsequent task of making a choice from the selected assortment is salient to consumers. The data from four experiments offer converging evidence for the moderating role of decision focus on choice among assortments. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:33:y:2006:i:1:p:50-59. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division)
If references are entirely missing, you can add them using this form.