Product Assortment, Choice Overload, and Filtering Technology across Retail Contexts

ABSTRACT Research regarding consumer choice and assortment size has led to contradictory findings. Extant research demonstrates that consumers prefer large product assortments, as they are more likely to find an item that matches their preferences). On the other hand, research has shown that large choice sets can overwhelm consumers and lead to increased decision difficulty and levels of regret. Experiment 1 examines the moderating effect filtering has on the relationship between assortment size and decision difficulty, decision process satisfaction, and regret. Experiment 2 examines filtering but adds situational involvement as a moderator. Results offer support for the moderating role of filtering and situational involvement in choice overload. The results of this research extend the choice overload literature and have managerial implications for the retail sector, particularly as it relates to omnichannel filtering technologies and product assortments.