Variety, Expectations and Choice

Advances in Consumer Research
Author(s)

Alexander Chernev

Ryan Hamilton

In this research, we examine how assortment size influences consumer choice among assortments and, in particular, how assortment attractiveness moderates this process.
Date Published: 2007
Citations: Chernev, Alexander, Ryan Hamilton. 2007. Variety, Expectations and Choice. Advances in Consumer Research. 159.
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