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...

We consider a joint assortment, inventory, and pricing problem of a retailer selling multiple vertically differentiated products of a single category. Consumers are heterogeneous in their willingness to pay for product quality. But the retailer only knows the distribution of consumer...