Kuksov, Dmitri; Villas-Boas, J. Miguel - In: Marketing Science 29 (2010) 3, pp. 507-524
This paper shows that when the alternatives offered to consumers span the preference space (as it would be chosen by a firm), search or evaluation costs may lead consumers not to search and not to choose if too many or too few alternatives are offered. If too many alternatives are offered, then...