When More Is Less and Less Is More: The Role of Ideal Point Availability and Assortment in Consumer Choice
Journal of Consumer Research · 2003 · Volume 30 · Issue 2
Abstract
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.
Keywords
Behavioral Decision Theory, Choice (Brand or Product Level), Cognitive Processes, Judgment and Decision Making, Experimental Design and Analysis
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