Hoch, Stephen J.; Bradlow, Eric T.; Wansink, Brian - In: Marketing Science 18 (1999) 4, pp. 527-546
Consumers rank variety of assortment right behind location and price when naming reasons why they patronize their favorite stores. Consumers care about variety because they are more likely to find what they want when going to a store that offers more varied assortments. When tastes are not well...
