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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

18 out of 120

Variety, Vice, and Virtue: How Assortment Size Influences Option Choice

Aner Sela, Jonah Berger, Wendy Liu
DOI: http://dx.doi.org/10.1086/593692 941-951 First published online: 1 April 2009


Assortment size has been shown to influence whether consumers make a choice, but could it also influence what they choose? Five studies demonstrate that because choosing from larger assortments is often more difficult, it leads people to select options that are easier to justify. Virtues and utilitarian necessities are generally easier to justify than indulgences; consequently, choosing from larger assortments often shifts choice from vices to virtues and from hedonic to utilitarian options. These effects reverse, however, when situational factors provide accessible reasons to indulge, underscoring the role of justification. Implications for choice difficulty and justification processes are discussed.

  • Behavioral Decision Theory
  • Choice (Brand or Product Level)
  • Cognitive Processes
  • Judgment and Decision Making
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