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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
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    References listed on IDEAS

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    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.
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