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The Influence of Product Variety on Brand Perception and Choice


  • Berger, Jonah

    (Stanford U)

  • Draganska, Michaela
  • Simonson, Itamar


We propose that the variety a brand offers can influence brand quality perceptions, and consequently, affect brand choice, even when the available option set is held constant. Specifically, brands that offer greater variety of compatible (i.e., focused and internally consistent) options are expected to be perceived as having greater commitment and expertise in the category, which, in turn, enhances their perceived quality and purchase likelihood. The results of six studies support this proposition and demonstrate that (a) brands offering increased compatible variety were perceived as having higher quality; (b) this effect was mediated by product variety's impact on perceived expertise-commitment; (c) the higher perceived quality led to a higher choice share of brands offering greater product variety, even amongst options identical options offered by multiple brands; and (d) product variety also impacted post-experience perceptions of taste.

Suggested Citation

  • Berger, Jonah & Draganska, Michaela & Simonson, Itamar, 2006. "The Influence of Product Variety on Brand Perception and Choice," Research Papers 1938, Stanford University, Graduate School of Business.
  • Handle: RePEc:ecl:stabus:1938

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    2. Jha, Ashish K. & Bose, Indranil & Ngai, Eric W.T., 2016. "Platform based innovation: The case of Bosch India," International Journal of Production Economics, Elsevier, vol. 171(P2), pages 250-265.
    3. Yan, Huan & Chang, En-Chung & Chou, Ting-Jui & Tang, Xiaofei, 2015. "The over-categorization effect: How the number of categorizations influences shoppers' perceptions of variety and satisfaction," Journal of Business Research, Elsevier, vol. 68(3), pages 631-638.
    4. Barbara Kahn & Alexander Chernev & Ulf Böckenholt & Kate Bundorf & Michaela Draganska & Ryan Hamilton & Robert Meyer & Klaus Wertenbroch, 2014. "Consumer and managerial goals in assortment choice and design," Marketing Letters, Springer, vol. 25(3), pages 293-303, September.
    5. repec:eee:joreco:v:34:y:2017:i:c:p:117-137 is not listed on IDEAS
    6. Aaker, Jennifer & Vohs, Kathleen D. & Mogilner, Cassie, 2010. "Non-profits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter," Research Papers 2047, Stanford University, Graduate School of Business.
    7. Um, Juneho & Lyons, Andrew & Lam, Hugo K.S. & Cheng, T.C.E. & Dominguez-Pery, Carine, 2017. "Product variety management and supply chain performance: A capability perspective on their relationships and competitiveness implications," International Journal of Production Economics, Elsevier, vol. 187(C), pages 15-26.
    8. Guodong (Gordon) Gao & Lorin M. Hitt, 2012. "Information Technology and Trademarks: Implications for Product Variety," Management Science, INFORMS, vol. 58(6), pages 1211-1226, June.
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