Please use this identifier to cite or link to this item:
|Title:||The joint effects of choice assortment and regulatory focus on choice behavior||Authors:||Som, A.
|Issue Date:||2012||Citation:||Som, A., Lee, Y.H. (2012). The joint effects of choice assortment and regulatory focus on choice behavior. International Journal of Research in Marketing 29 (2) : 202-209. ScholarBank@NUS Repository. https://doi.org/10.1016/j.ijresmar.2012.01.003||Abstract:||Past research presents contrasting views regarding the effect of assortment size on consumer decision making. Research has suggested that large assortments provide a diverse range of choices to consumers and thus increase their choice confidence levels and likelihood of making choices. Other research, however, has suggested that large assortments may have a negative impact on consumers' choice confidence and choice likelihoods because of cognitive load and anticipatory post-purchase regret. The current research aims to address these contrasting conclusions by examining the issue from the motivational goal perspective. Specifically, it is demonstrated that when consumers' regulatory orientations are promotion-focused, an increase in size of an alignable (non-alignable) assortment has a positive (negative) impact on their choice confidence levels and choice likelihood. In contrast, when consumers' regulatory orientations are prevention-focused, an increase in assortment size can have positive impacts on choice confidence levels and choice likelihood irrespective of whether the assortment is alignable or non-alignable. The findings are demonstrated in an experimental setting using a 2 (Consumer's self-regulatory focus: Promotion vs. Prevention). ×. 2 (Assortment type: Alignable vs. Non-alignable). ×. 4 (Size of assortment: 2 vs. 3 vs. 4 vs. 5) "between-subjects using an ANCOVA design" with "choice confidence" and "choice likelihood" being the dependent measures. © 2012 Elsevier B.V.||Source Title:||International Journal of Research in Marketing||URI:||http://scholarbank.nus.edu.sg/handle/10635/43883||ISSN:||01678116||DOI:||10.1016/j.ijresmar.2012.01.003|
|Appears in Collections:||Staff Publications|
Show full item record
Files in This Item:
There are no files associated with this item.
checked on Jul 30, 2020
WEB OF SCIENCETM
checked on Jul 23, 2020
checked on Aug 3, 2020
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.