Product Assortment and Individual Decision Processes

Research presented in this article examines the impact of product assortment on individualsʹ decisions. Four experiments report converging evidence that the impact of assortment is moderated by the degree to which individuals have articulated attribute preferences, whereby individuals with an articulated ideal point are more likely to prefer larger assortments than individuals without articulated preferences. The data further show that choices made from large assortments are associated with more selective, alternative-based, and confirmatory processing for individuals with articulated preferences and more comprehensive, attribute-based, and comparative processing for those without articulated preferences.