Consumer and managerial goals in assortment choice and design

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

doi:10.1007/s11002-014-9307-0

Consumer and managerial goals in assortment choice and design

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

Marketing

Research output: Contribution to journal › Article › peer-review

19 Scopus citations

Abstract

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 language	English (US)
Pages (from-to)	293-303
Number of pages	11
Journal	Marketing Letters
Volume	25
Issue number	3
DOIs	https://doi.org/10.1007/s11002-014-9307-0
State	Published - Aug 2014

Keywords

Assortment
Choice overload
Goals
Variety

ASJC Scopus subject areas

Business and International Management
Economics and Econometrics
Marketing

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10.1007/s11002-014-9307-0

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AU - Kahn, Barbara E.

AU - Chernev, Alexander

AU - Böckenholt, Ulf

AU - Bundorf, Kate

AU - Draganska, Michaela

AU - Hamilton, Ryan

AU - Meyer, Robert J.

AU - Wertenbroch, Klaus

PY - 2014/8

Y1 - 2014/8

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AB - 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.

KW - Assortment

KW - Choice overload

KW - Goals

KW - Variety

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ER -

Consumer and managerial goals in assortment choice and design

Abstract

Keywords

ASJC Scopus subject areas

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