Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/16494
Title: The joint effects of choice assortment and regulatory focus on choice behavior
Authors: ANIRBAN SOM
Keywords: assortment, alignable, nonalignable, promotion, prevention, compromise
Issue Date: 20-Nov-2009
Source: ANIRBAN SOM (2009-11-20). The joint effects of choice assortment and regulatory focus on choice behavior. ScholarBank@NUS Repository.
Abstract: Past research suggests that if a set of brand variants makes up an alignable assortment, then increase in size of the assortment affects the market share of the brand in a positive manner. On the contrary, if a set of brand variants makes up a nonalignable assortment, then increase in size of the assortment affects the market share of the brand in a negative manner. Summarily, past literature illustrates that assortment type moderates the effect of assortment size on a brand's market share. We demonstrate that this moderating relationship is not applicable for promotion and prevention focused consumers uniformly. In addition to demonstating our main proposition, we identify a condition wherein the motivation to choose a compromise option can mitigate the need to maintain self regulatory focus for consumers making choice from alignable assortments.
URI: http://scholarbank.nus.edu.sg/handle/10635/16494
Appears in Collections:Master's Theses (Open)

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