Footnote:
In: Journal of Consumer Research, Vol. 35, No. 6, pp. 941-951, April 2009
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments June 24, 2008 erstellt
Description:
Research has demonstrated that assortment size can influence whether consumers make a choice, but could it also influence what they choose? Five studies demonstrate that because choosing from larger assortments is often more difficult, it leads people to select options that are easier to justify. Virtues and utilitarian necessities are generally easier to justify than indulgences, and consequently, choosing from larger assortments often shifts choice from vices to virtues and from hedonic to utilitarian options. These effects reverse, however, when situational factors provide accessible reasons to indulge, underscoring the role of justification. Implications for choice difficulty, justification processes, and decision making more broadly are discussed