Start of Main Content
Journal Article
Assortment and Variety-Seeking in Consumer Choice
Advances in Consumer Research
Author(s)
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.