Consumers often face decisions that involve choosing among assortments comprised of multiple options. In this article, we examine how assortment size influences consumer choice among assortments and, in particular, how assortment attractiveness moderates this process. In particular, we propose...

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...