An important decision that retailers make involves selecting the number of items comprising their assortments. A key issue in making these decisions concerns the role that assortment size plays in determining consumers' choice of a retailer. We address this issue by investigating how consumer...

An important decision retailers make involves selecting the number of items comprising their assortments. A key issue in making these decisions concerns the role assortment size plays in determining consumers' choice of a retailer. We address this issue by investigating how consumer choice among...

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...

The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers....