IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-030-18911-2_1.html
   My bibliography  Save this book chapter

The Impact of Age on the Relationship Between Assortment Size and Perceived Value

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Thuy Pham

    (Queensland University of Technology)

  • Frank Mathmann

    (Queensland University of Technology)

Abstract

The rapid growth of digital marketplaces such as Amazon, iTunes, and Google Play has increased the need for insights on how consumers react to large assortments. Many of these platforms aggregate large assortments under the assumption that customers assign more value to products chosen from a large assortment. Yet, academic literature on the topic remains controversial. Although some moderating factors have been examined in previous research, knowledge about the influence of individual differences remains limited. This study offers further insights into the moderating role of age that leads to diverse assortment size preferences. Particularly, we conduct an online experiment in online donations where participants make actual donations to charities that they choose from either large or small assortments. Our study affirms that older customers assign more value on options chosen from platforms with relatively larger assortments. Hence, this study contributes to the choice overload literature regarding perceived value by considering age. Managers of digital platforms can use the presented findings to match assortment with customer age.

Suggested Citation

  • Thuy Pham & Frank Mathmann, 2019. "The Impact of Age on the Relationship Between Assortment Size and Perceived Value," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Anne Roggeveen (ed.), Advances in National Brand and Private Label Marketing, pages 3-13, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-18911-2_1
    DOI: 10.1007/978-3-030-18911-2_1
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-030-18911-2_1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.