000			01733pab a2200205 454500
008			140923b0 xxu||||| |||| 00| 0 eng d
040			_cWelingkar Institute of Management Development & Research, Mumbai _aWelingkar Institute of Management Development & Research, Mumbai
041			_aENG
082			_a _bChe
100			_aChernev Alexander
245			_aAssortment Size and Option Attractiveness in Consumer Choice Among Retailers
250			_a3
260			_a _bJun 2009 _c0
300			_a410-420 Pp.
490			_vXLVI
520			_aAn important decision that retailers make involves selecting the number of items constituting their assortments. A key issue in making these decisions is the role of assortment size in determining consumers' choice of a retailer. The authors address this issue by investigating how consumer choice among retailers offering various-sized assortments is influenced by the attractiveness of the options constituting these assortments. The data show that consumer preference for retailers offering larger assortments tends to decrease as the attractiveness of the options in their assortments increases and can even lead to a reversal of preferences in favor of retailers offering smaller assortments. This research further presents evidence that the relationship between assortment size and option attractiveness is concave, such that the marginal impact of assortment size on choice decreases as the attractiveness of the options increases. Data from eight empirical studies offer converging evidence in support of the theoretical predictions.
650			_aRetailers, Consumer Choice, Context Effects
856			_uhttp://192.168.6.13/libsuite/mm_files/Articles/AR10748.pdf
906			_a32110
999			_c30564 _d30564