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Author(s)

Alexander Chernev

Leigh McAlister

This study demonstrates that choice among assortments is a function of consumers' decision focus and, in particular, the degree to which the subsequent task of making a choice from the selected assortment is salient to consumers.
Date Published: 2005
Citations: Chernev, Alexander, Leigh McAlister. 2005. Assortment and Variety-Seeking in Consumer Choice. Advances in Consumer Research. (1)119-121.