Consumer and managerial goals in assortment choice and design

Barbara E. Kahn, Alexander Chernev, Ulf Bockenholt, Kate Bundorf, Michaela Draganska, Ryan Hamilton, Robert J. Meyer, Klaus Wertenbroch

Research output: Contribution to journalArticlepeer-review

12 Scopus citations


In many domains, consumers must deal with an increasing number of choices-spanning where, when, what, and how many items to buy; how many and which options to consider; and how best to weigh the pros and cons of these options. This paper considers how consumer and managerial goals and the ensuing tradeoffs affect the optimal design of assortments in order to help enhance our understanding of assortment choice, identify issues that merit particular attention, review some of the recent research in pertinent areas, and suggest directions for future research.

Original languageEnglish (US)
Pages (from-to)293-303
Number of pages11
JournalMarketing Letters
Issue number3
StatePublished - Jan 1 2014


  • Assortment
  • Choice overload
  • Goals
  • Variety

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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