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

By Aner Sela, Jonah A. Berger, Wendy Liu. 2009

287 citations recorded by the source corpus.

Subfields: Economics and Econometrics, General Decision Sciences, Marketing

View Paper: https://www.semanticscholar.org/paper/d08fee3835a7c79c655ed9e0940661b46aed013c

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Economics and Econometrics

In General Decision Sciences

In Marketing

Citations in the corpus

The Fresh Start Effect: Temporal Landmarks Motivate Aspirational Behavior (2014, unknown): “Many researchers have sought to understand situational factors that motivate people to pursue their aspirations (e.g., Shiv and Fedorikhin 1999, Botti et al. 2008, Sela et al. 2009, Milkman 2012, Toure-Tillery and Fishbach 2012, Townsend and Liu 2012).”
Clicks as a Healthy Alternative to Bricks: How Online Grocery Shopping Reduces Vice Purchases (2017, methodology): “Prior research has demonstrated that shelf arrangements (Van Kleef, Otten, and Van Trijp 2012), assortment size (Sela, Berger, and Liu 2009), and choice set compositions (i.e., healthy and unhealthy options presented in a unified vs. separate choice set; Fishbach and Zhang 2008) exert significant…”
Price Promotion for Emotional Impact (2014, background): “…to judge the 78 subcategories of deals on the extent to which each provides pleasure and fun (1 = “very little pleasure and fun,” and 7 = “a lot of pleasure and fun”) and practical benefits (1 = “very little practical benefits,” and 7 = “a lot of practical benefits”) (Sela, Berger, and Liu 2009).”
“Yes, but this Other One Looks Better/Works Better”: How do Consumers Respond to Trade-offs Between Sustainability and Other Valued Attributes? (2015, background): “Prior research suggests that as conflict in decision making increases, consumers’ decision process shifts from a focus on desirability to justifiability (Sela et al. 2009; Shafir et al. 1993).”
Decision Difficulty in the Age of Consumer Empowerment (2014, background): “Sela, Berger, and Liu (2009) found that the difficulty consumers experience when choosing from a large assortment consequently led them to be more likely to select justifiable utilitarian options over less justifiable hedonic indulgences (Kivetz & Simonson, 2002).”
Choice overload: A conceptual review and meta-analysis (2015, background): “Some of these studies aim simply to document the choice overload phenomenon (Diehl & Poynor, 2010; Fasolo, Carmeci, & Misuraca, 2009; Iyengar & Lepper, 2000; Shah & Wolford, 2007), whereas others function as control conditions in articles that contain other moderators (Inbar et al., 2011; Scheibehen”
A dual-system framework to understand preference construction processes in choice☆ (2013, background): “…(Tetlock & Boettger, 1994), drawing consumers' attention to reference products (Dholakia & Simonson, 2005), and providing a larger set of options (Sela et al., 2009) all activate concern about justifying choices, which lead participants to defer choice or to choose compromise, safer, and more…”
The effects of promotions on hedonic versus utilitarian purchases (2017, background): “The effects of promotions on purchases of hedonic and utilitarian products The extant literature highlights consumers' greater need to justify hedonic rather than utilitarian purchases (e.g. Khan & Dhar, 2010; Kivetz & Simonson, 2002a; Okada, 2005; Sela et al., 2009).”
Can There Ever Be Too Many Options? A Meta-Analytic Review of Choice Overload (2010, background): “Along the same lines, Sela et al. (2009) hypothesized that large assortments make it more difficult to come up with a good reason for any particular choice, which might make it harder for some people to commit to a decision.”
New insights in the moderating effect of switching costs on the satisfaction-repurchase behavior link (2014, background): “…lack of variety, satiation, curiosity) could lead customers to make seemingly irrational purchasing decisions (e.g., Baucells and Sarin, 2007, Brickman and D’Amato, 1975, Patterson and Smith, 2003, Sajeesh and Raju, 2010, Sela et al., 2009, Steenkamp and Baumgartner, 1992 and Zuckerman, 1979).”
The Locus of Choice: Personal Causality and Satisfaction with Hedonic and Utilitarian Decisions (2011, background): “decision (Sela et al. 2009).”