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...

Consumers are unreasonable - but they're not stupid. We all like to think we make rational choices. But thirty years' of research has shown that what we actually do is make instinctive, 'gut' choices and then reverse engineer a set of rational criteria to justify that choice in order to fool...

In many domains, consumers must deal with an increasing number of choices—spanning where, when, what, and how many items to buy; how many and which options to consider; and how best to weigh the pros and cons of these options. This paper considers how consumer and managerial goals and the...