Assortment and Variety-Seeking in Consumer Choice, Advances in Consumer Research
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.
Alexander Chernev, Leigh McAlister
Chernev, Alexander, and Leigh McAlister. 2005. Assortment and Variety-Seeking in Consumer Choice. Advances in Consumer Research. 32(1): 119-121.