The topic of product assortment has generated a plethora of research across various domains, including economics, analytical and empirical modeling, individual and group decision making, and social psychology. Despite the voluminous assortment research, however, the key findings have remained...

Can pairing items from different price tiers decrease consumers’ perceptions of monetary value? Prior research suggests that adding an item with positive utility to an offering can only increase the offering’s overall value. In contrast, we show that combining expensive and inexpensive items...

Are consumers more likely to purchase an item from an assortment in which options are priced at parity or from an assortment in which options vary in price? This research examines the influence of parity-pricing and differentiation-pricing strategies on consumer choice and identifies conditions...

This article examines how confirmatory reasoning moderates the impact of attractive and unattractive common features on consumer preferences. Building on the existing research on confirmatory information processing and the motivated reasoning framework, I propose that consumers evaluate common...

Do consumers prefer auctions that allow them to place more precise bids to auctions that accept less precise bids? Can consumers accurately estimate their need for price-elicitation precision? This research addresses these questions by applying the notion of compatibility to the relationship...

Contrary to the common wisdom that more choice is always better, selections made from large assortments can lead to weaker preferences. Building on the extant literature, this research identifies ideal point availability as a key factor moderating the impact of assortment on choice. It is...

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...

This article extends the notion of context effects beyond the relational properties of choice alternatives to include attribute balance as a reason for choice. The data reported in two experiments demonstrate that attribute balance has a significant impact on extremeness-aversion and...

This research examines an empirical paradox documented by prior research: when choosing among assortments, consumers opt for the variety offered by larger assortments; however, consumers often are less confident in choices made from larger rather than from smaller assortments. By implying that...