This article examines how consumers' purchase-quantity goals influence their choice of an assortment. It documents that consumers are more likely to choose an assortment when its size matches the desired purchase quantity - a strategy referred to as the quantity-matching heuristic. The reliance...

This research examines consumer reactions to two common positioning strategies: a specialized-positioning strategy in which an option is described by a single feature, and an all-in-one strategy in which an option is described by a combination of features. The empirical data reported in this...