Too Much of a Good Thing? Option Attractiveness and Assortment Choice

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 that the preference for larger assortments is likely to decrease as the overall attractiveness of both assortments increases. This prediction is supported by the data from four experiments offer converging evidence in support of the theoretical predictions.