Overchoice and Assortment Type: When and Why Variety Backfires

By John T. Gourville, Dilip Soman. 2005

466 citations recorded by the source corpus.

Subfields: General Decision Sciences, Marketing

View Paper: https://www.semanticscholar.org/paper/9fa0361abb29a1115bf5d389b5c537883dd99446

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Citations in the corpus

The Shapeless River: Does a Lack of Structure Inhibit Students' Progress at Community Colleges? CCRC Working Paper No. 25. Assessment of Evidence Series. (2011, background): “Greenleaf and Lehmann (1995) find that among other reasons, consumers delay decision-making when they are uncertain about the consequences of their actions, uncertain about how to identify and weigh the key attributes of alternative choices, and when they must wait on the advice of others.”
Strategic Price Complexity in Retail Financial Markets (2009, background): “Evidence from the marketing literature includes Morwitz, Greenleaf, and Johnson 1998; Iyegar and Lepper 2000; Chernev 2003 and Gourville and Soman 2005.”
Zero as a Special Price: The True Value of Free Products (2007, background): “A third possible psychological mechanism that might account for the zero-price effect pertains to affect, such that options with no downside (no cost) invoke a more positive affective response; to the extent that consumers use this affective reaction as a decisionmaking cue, they opt for the free op”
When More Alternatives Lead to Less Choice (2010, background): “We also show that the number of alternatives offered may also signal the importance of fit in the market if there is asymmetric information, but still lead consumers with high search costs, or low general valuation for the product, not to search.”
Superstars and Underdogs: An Examination of the Long Tail Phenomenon in Video Sales (2007, background): “This effect, which Gourville and Soman (2005) call “overchoice,” has now been documented in numerous settings (e.g., Dhar 1997, Huffman and Kahn 1998, Lehmann 1998, Iyengar and Lepper 2000, Boatwright and Nunes 2001, Chernev 2003, Broniarczyk, Hoyer and McAlister 1998).”
Ballot Position, Choice Fatigue, and Voter Behaviour (2016, background): “Other references in this literature include Bertrand et al. (2010) and Gourville and Soman (2005).”
Decision Difficulty in the Age of Consumer Empowerment (2014, background): “Conflict further increases when an increase in the number of options is accompanied by an increase in additional product dimensions, as in the case of nonalignable options (Gourville & Soman, 2005).”
The Influence of Product Variety on Brand Perception and Choice (2007, background): “Even if few consumers actually choose such items, their presence can create a certain aura and enhance the brand’s perceived category expertise (also see Chernev 2005; Gourville and Soman 2005 for ways in which assortment structure can influence choice).”
Reflections on the replication corner: In praise of conceptual replications (2015, background): “Chan (in press-a) Attractiveness of options moderates the effect of choice overload Gourville and Soman (2005), Marketing Science; Iyengar & Lepper (2000, J. Personality & Social Psychology) Examined a moderating variable for the choice overload effect, namely how attractive the options in a choice…”
Decision speed and choice regret: When haste feels like waste (2011, background): “…includes whether items are organized and categorized (Kahn & Wansink, 2004;Mogilner, Rudnick& Iyengar, 2008),whether the options are readily comparable (Gourville & Soman, 2005), and whether their attributes are easily combined into an imaginary “best option” (Chernev, 2005; Sagi&Friedland, 2007).”
Great Expectations?! Assortment Size, Expectations, and Satisfaction (2010, methodology): “Second, consistent with most prior research investigating choice overload (e.g., Chernev 2003; Gourville and Soman 2005; Iyengar and Lepper 2000), Study 2 exposed consumers to the entire set.”
Consumer evaluation of copycat brands: The effect of imitation type (2012, unknown): “The distinction between similarity in distinctive perceptual features and similarity in higherorder meanings or themes is common in the literature (Gentner, 1983; Gourville & Soman, 2005; Markman & Loewenstein, 2010; Zhang & Markman, 2001).”