Feature Complementarity and Assortment in Choice

Chernev, Alexander

doi:10.1086/426608

Cited by 66 publications

(34 citation statements)

References 33 publications

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“…Other researchers found that beyond just influencing perception, these structural aspects also affect the ease with which relevant information can be retrieved, which in turn affects the quality of the decision (Lee & Lee, 2004) and the motivation to make a choice (Gourville & Soman, 2005;Russo, 1977). With regard to the too-much-choice effect, the similarity between different options and the degree to which different aspects need to be traded off against each other might also be of importance because these aspects have been shown to effect satisfaction, deliberation time, and choice probability (Chernev, 2005;Dhar, 1997;Dhar & Nowlis, 1999;Fasolo, Carmeci, & Misuraca, 2009;Fasolo, McClelland, & Todd, 2007;Hsee & Leclerc, 1998;Redelmeier & Shafir, 1995). Past research on too much choice, including our own experiments, has not controlled for these specific aspects of the structure of an assortment, some of which could help explain the diverging results, so future research should take these factors into account.…”

Section: Assortment Structurementioning

confidence: 99%

What moderates the too‐much‐choice effect?

Scheibehenne¹,

Greifeneder

Todd

2009

Psychology and Marketing

144

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Core theories in economics, psychology, and marketing suggest that decision makers benefit from having more choice. In contrast, according to the too-much-choice effect, having too many options to choose from may ultimately decrease the motivation to choose and the satisfaction with the chosen option. To reconcile these two positions, we tested whether there are specific conditions in which the too-much-choice effect is more or less likely to occur. In three studies with a total of 598 participants, we systematically investigated the moderating impact of choice set sizes, option attractiveness, and whether participants had to justify their choices. We also tested the moderating role of search behavior, domain-specific expertise, and participants' tendency to maximize, in a within-subject design. Overall, only choice justification proved to be an effective moderator, calling the extent of the too-much-choice effect into question. We provide a theoretical account for our findings and discuss possible pathways for future research.

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Section: Assortment Structurementioning

confidence: 99%

What moderates the too‐much‐choice effect?

Scheibehenne¹,

Greifeneder

Todd

2009

Psychology and Marketing

144

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“…Past studies have used small assortment size ranging from 2 to 60 options and large assortment from 3 to 300 options. Some studies even used very big e154 sizes for small assortment group (Chernev, 2006;Inbar, Botti, & Hanko, 2011) and very small sizes for large assortment group (Chernev, 2005;Gourville & Soman, 2005;Haynes, 2009;Sela et al, 2009). Interestingly, these studies too reported presence of choice overload for such diverse assortment sizes.…”

Section: Conceptual Overview and Hypothesis Developmentmentioning

confidence: 99%

Switching behaviour as a function of number of options: How much is too much for consumer choice decisions?

Sharma

Nair

2017

J of Consumer Behaviour

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The number of alternatives for consumers in almost all purchase situations is increasing at an extremely rapid pace. Although more choices may have many benefits to the consumers, recent studies on choice overload have found that choosing from large alternatives may lead to negative consequences. Majority of the choice overload research has compared only two groups of small versus large assortment size. In extant literature, there is no clarity as to what are small and large assortment sizes. Assortment size used as small in one study has been used as large in some other studies. Small assortment size varied from 2 to 60 choices and large assortment size from 3 to 300 choices in past studies, and the presence of choice overload has been reported at completely different levels of assortment sizes. This study has used an array of six choice sets from 6 to 36 options as compared to just two groups of small versus large assortment. Switching likelihood of consumers was used to capture the choice overload effect in this study. The probability of consumers switching their earlier choice was plotted as a function of number of options using binary logistic regression. Results showed that probability of switching was almost a linearly increasing function of assortment size from 6 to 36 options. The graph of predicted probabilities from 2 to 300 options showed a sharp increase in switching behaviour initially and subsequent flattening of the curve when options became very large.

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“…It is not much of a stretch in logic to link product features to this impact on likelihood to purchase. In the context of complementary and non-complementary bundles of product features, Chernev (2005) …”

Section: The Literaturementioning

confidence: 99%

Factors Influencing Students’ Likelihood to Purchase Electronic Textbooks

Stone

Baker-Eveleth

2013

IJELL

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Technological advances touch multiple aspects of an individual's life. One such example is the use of information technology to provide online books. Online books have been introduced in education in the form of electronic textbooks (e-texts). The research question examined here is among those students who have purchased or used an e-text, what factors motivate their willingness or likelihood to purchase an e-text? A model and hypotheses linking the factors of usefulness, arousal, ease of use, value, and effort to the likelihood to purchase an electronic textbook are presented. The model and hypotheses are tested using a sample of 529 student responses to a questionnaire distributed in a mid-sized university in the western United States. Using these responses, the model and hypotheses are tested using a structural equations approach and maximum likelihood estimation. The results indicate that an e-text's usefulness, its ease of use, and students' arousal regarding the e-text significantly impact students' likelihood to purchase an e-text. However, the student's perceived value of an e-text and how worthwhile their effort to search for low price textbooks did not impact these students' likelihood to purchase an electronic textbook. A discussion and conclusions are also presented.

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Feature Complementarity and Assortment in Choice

Cited by 66 publications

References 33 publications

What moderates the too‐much‐choice effect?

What moderates the too‐much‐choice effect?

Switching behaviour as a function of number of options: How much is too much for consumer choice decisions?

Factors Influencing Students’ Likelihood to Purchase Electronic Textbooks

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