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Product Assortment and Consumer Choice: An Interdisciplinary Review

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  • Chernev, Alexander

Abstract

The topic of product assortment has generated a plethora of research across various domains, including economics, analytical and empirical modeling, individual and group decision making, and social psychology. Despite the voluminous assortment research, however, the key findings have remained scattered across domains. In fact, the very domain of assortment research has not been clearly defined, thus complicating the understanding of the current state of assortment research. The goal of this review, therefore, is to define the field of assortment research and outline its key findings. In this context, this review delineates three key domains of assortment research: (1) how consumers perceive the variety of items in an assortment, (2) how consumers choose an item from a given assortment, and (3) how consumers choose among assortments. The key findings in each of these three areas are synthesized in the form of specific research propositions that build on the existing findings and provide guidance for further empirical investigation. By outlining the key findings in each of these three areas, this review offers an integrative framework for understanding the impact of assortment on consumer choice.

Suggested Citation

  • Chernev, Alexander, 2012. "Product Assortment and Consumer Choice: An Interdisciplinary Review," Foundations and Trends(R) in Marketing, now publishers, vol. 6(1), pages 1-61, March.
    • Handle: RePEc:now:fntmkt:1700000030
    DOI: 10.1561/1700000030
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    Citations

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    Cited by:

    1. Barbara Kahn & Alexander Chernev & Ulf Böckenholt & Kate Bundorf & Michaela Draganska & Ryan Hamilton & Robert Meyer & Klaus Wertenbroch, 2014. "Consumer and managerial goals in assortment choice and design," Marketing Letters, Springer, vol. 25(3), pages 293-303, September.
    2. Çömez-Dolgan, Nagihan & Fescioglu-Unver, Nilgun & Cephe, Ecem & Şen, Alper, 2021. "Capacitated strategic assortment planning under explicit demand substitution," European Journal of Operational Research, Elsevier, vol. 294(3), pages 1120-1138.
    3. Helena Szrek, 2017. "How the number of options and perceived variety influence choice satisfaction: An experiment with prescription drug plans," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 12(1), pages 42-59, January.
    4. Kurtuluş, Mümin & Ülkü, Sezer & Dotson, Jeffrey P. & Nakkas, Alper, 2014. "The Impact of Category Captainship on the Breadth and Appeal of a Retailer's Assortment," Journal of Retailing, Elsevier, vol. 90(3), pages 379-392.
    5. Aydinli, Aylin & Gu, Yangjie & Pham, Michel Tuan, 2017. "An experience-utility explanation of the preference for larger assortments," International Journal of Research in Marketing, Elsevier, vol. 34(3), pages 746-760.
    6. Wei‐Lin Wang & Demetrios Vakratsas, 2021. "The Dual Impact of Product Line Length on Consumer Choice," Production and Operations Management, Production and Operations Management Society, vol. 30(9), pages 3054-3072, September.
    7. repec:cup:judgdm:v:12:y:2017:i:1:p:42-59 is not listed on IDEAS

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