When More Is Less and Less Is More: The Role of Ideal Point Availability and Assortment in Consumer Choice
نویسنده
چکیده
Contrary to the common wisdom that more choice is always better, selections made from large assortments can lead to weaker preferences. Building on the extant literature, this research identifies ideal point availability as a key factor moderating the impact of assortment on choice. It is proposed that, in the case of large assortments, ideal point availability can simplify choice, leading to a stronger preference for the selected alternative. In contrast, for choices made from smaller assortments, ideal point availability is proposed to have the opposite effect, leading to weaker preferences. Data obtained from four experiments lend support for the theory and the empirical predictions advanced in this article.
منابع مشابه
Consumer Perception of Unethical Marketing Behavior and its Consequences: Identifying the Role of Idealism and Egoism
Background: The unethical behavior of companies often leads to public outrage, which in turn causes a change in consumer behavior, like a consumer boycott. The purpose of this research is to develop and test a model that focuses on consumer perception of the company's immoral behaviors and its consequences. Method: This research is an applied study and in terms of data collection, it is a descr...
متن کاملHealthy snacks at the checkout counter: A lab and field study on the impact of shelf arrangement and assortment structure on consumer choices
BACKGROUND The essence of nudging is to adapt the environment in which consumers make decisions to help them make better choices, without forcing certain outcomes upon them. To determine how consumers can effectively be guided to select healthier snacks, we examine the effect of manipulating the assortment structure and shelf layout of an impulse display including both healthy and unhealthy sna...
متن کاملHospital Choice for Cataract Treatments: The Winner Takes Most
Background Transparency in quality of care is an increasingly important issue in healthcare. In many international healthcare systems, transparency in quality is crucial for health insurers when purchasing care on behalf of their consumers, for providers to improve the quality of care (if necessary), and for consumers to choose their provider in case treatment is needed. Conscious consume...
متن کاملEstimating the Optimal Taxation Rate on Consumer Goods Harmful to Health by Microstimulating in Iran
Reducing the consumption of goods harmful to human health is one of the government’s policies goals all around the world. One of the control tools in order to reduce the consumption of these goods is to increase their consumption tax rate in order to increase prices resulting less consumption and provide the required financial resources for culturalization, education and consumption control in ...
متن کاملبررسی درد محل تزریق، کمردرد و رضایت بیماران از تکنیک اپیدورال در دو روش مدین و پارامدین
Background and purpose: Median epidural block is often done with some difficulty due to pain, ossification of interspinous ligament and improper positioning of patient. Ïn addition, back pain is common with median approach, that may be due to puncture of ligaments on the line of epidural needle passage. Ïn paramedian approach needle dose not pass through ligaments, so back pain can be theoret...
متن کامل