IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01726503.html
   My bibliography  Save this paper

Intuitive judgments effects when evaluating a product assortment

Author

Listed:
  • Yolande Piris

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

  • Nathalie Guibert

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

Abstract

In this paper, we apply Intuition Theory to the understanding of consumer's choice in stores. Using perceived time for choosing and expertise in the product category as proxies, we distinguish between system 1 and system 2, respectively intuitive and deliberative, and in the former, we further distinguish between intuition based on expertise and intuition based on heuristics. For each decision process, we then explore organization and variety influences on consumers' attitude and purchase intention. Our results (504 observations in 3 product categories, n = 184) suggest that while consumer's evaluation in system 2 or in system 1 based on heuristics relies more heavily on assortment's organization than on the variety displayed, intuitive judgment based on expertise relies almost equally on both.

Suggested Citation

  • Yolande Piris & Nathalie Guibert, 2014. "Intuitive judgments effects when evaluating a product assortment," Post-Print hal-01726503, HAL.
    • Handle: RePEc:hal:journl:hal-01726503
    Note: View the original document on HAL open archive server: https://hal.science/hal-01726503
    as

    Download full text from publisher

    File URL: https://hal.science/hal-01726503/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kahn, Barbara E & Wansink, Brian, 2004. "The Influence of Assortment Structure on Perceived Variety and Consumption Quantities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 519-533, March.
    2. Gary Klein, 2009. "Streetlights and Shadows: Searching for the Keys to Adaptive Decision Making," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262013398, April.
    3. McAlister, Leigh & Pessemier, Edgar, 1982. "Variety Seeking Behavior: An Interdisciplinary Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 311-322, December.
    4. Stephen J. Hoch & Eric T. Bradlow & Brian Wansink, 1999. "The Variety of an Assortment," Marketing Science, INFORMS, vol. 18(4), pages 527-546.
    5. Song-Oh Yoon & Itamar Simonson, 2008. "Choice Set Configuration as a Determinant of Preference Attribution and Strength," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(2), pages 324-336, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yan, Huan & Chang, En-Chung & Chou, Ting-Jui & Tang, Xiaofei, 2015. "The over-categorization effect: How the number of categorizations influences shoppers' perceptions of variety and satisfaction," Journal of Business Research, Elsevier, vol. 68(3), pages 631-638.
    2. Chang, Chingching, 2011. "The Effect of the Number of Product Subcategories on Perceived Variety and Shopping Experience in an Online Store," Journal of Interactive Marketing, Elsevier, vol. 25(3), pages 159-168.
    3. Vakeel, Khadija Ali & Fudurić, Morana & Malthouse, Edward C., 2021. "Extending variety seeking to multi-sided platforms: Impact of new retailer listing," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    4. repec:cup:judgdm:v:12:y:2017:i:1:p:42-59 is not listed on IDEAS
    5. 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.
    6. Li, Eric A.L., 2014. "Test for the real option in consumer behavior," Research in Economics, Elsevier, vol. 68(1), pages 70-83.
    7. Emrich, Oliver & Paul, Michael & Rudolph, Thomas, 2015. "Shopping Benefits of Multichannel Assortment Integration and the Moderating Role of Retailer Type," Journal of Retailing, Elsevier, vol. 91(2), pages 326-342.
    8. Jonah Berger & Michaela Draganska & Itamar Simonson, 2007. "The Influence of Product Variety on Brand Perception and Choice," Marketing Science, INFORMS, vol. 26(4), pages 460-472, 07-08.
    9. Erica van Herpen & Rik Pieters, 2002. "The Variety of an Assortment: An Extension to the Attribute-Based Approach," Marketing Science, INFORMS, vol. 21(3), pages 331-341, June.
    10. Felipe Caro & Victor Martínez-de-Albéniz, 2012. "Product and Price Competition with Satiation Effects," Management Science, INFORMS, vol. 58(7), pages 1357-1373, July.
    11. Huang, Zhongqiang (Tak) & Kwong, Jessica Y.Y., 2016. "Illusion of variety: Lower readability enhances perceived variety," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 674-687.
    12. Verma, Pranay & Sharma, Anil Kumar, 2018. "Assortment satisfaction: The tale of online footwear sales," Technology in Society, Elsevier, vol. 54(C), pages 57-65.
    13. Spassova, Gerri & Isen, Alice M., 2013. "Positive affect moderates the impact of assortment size on choice satisfaction," Journal of Retailing, Elsevier, vol. 89(4), pages 397-408.
    14. Desai, Kalpesh Kaushik & Trivedi, Minakshi, 2014. "Do consumer perceptions matter in measuring choice variety and variety seeking?," Journal of Business Research, Elsevier, vol. 67(1), pages 2786-2792.
    15. Wang, Xia & Sun, Luping & Keh, Hean Tat, 2013. "Consumer responses to variety in product bundles: The moderating role of evaluation mode," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 335-342.
    16. Jordan Etkin & Cassie Mogilner, 2016. "Does Variety Among Activities Increase Happiness?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 210-229.
    17. Gabriele Pizzi & Gian Luca Marzocchi, 2020. "Consumer-defined assortments: application of card-sorting to category management," Italian Journal of Marketing, Springer, vol. 2020(1), pages 67-84, March.
    18. Lee, Ha Kyung & Choo, Ho Jung, 2019. "Birds of a feather flocked together look abundant: The visual gestalt effect of an assortment presentation," Journal of Business Research, Elsevier, vol. 104(C), pages 170-182.
    19. Kirthi Kalyanam & Sharad Borle & Peter Boatwright, 2007. "Deconstructing Each Item's Category Contribution," Marketing Science, INFORMS, vol. 26(3), pages 327-341, 05-06.
    20. Pizzi, Gabriele & Scarpi, Daniele, 2016. "The effect of shelf layout on satisfaction and perceived assortment size: An empirical assessment," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 67-77.
    21. Doris Morales-Solana & Irene Esteban-Millat & Alejandro Alegret Cotas, 2022. "Experiences in consumer flow in online supermarkets," Electronic Commerce Research, Springer, vol. 22(4), pages 1195-1226, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01726503. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.