Overchoice and Assortment Type: When and Why Variety Backfires

@article{Gourville2005OverchoiceAA,
  title={Overchoice and Assortment Type: When and Why Variety Backfires},
  author={John T. Gourville and D. Soman},
  journal={Marketing Science},
  year={2005},
  volume={24},
  pages={382-395}
}
Almost universally, research and practice suggest that a brand that increases its product assortment, or variety, should benefit through increased market share. In this paper, we show this is not always the case. We introduce the construct "assortment type" and demonstrate that the effect of assortment size on brand share is systematically moderated by assortment type. We define an "alignable" assortment as a set of brand variants that differ along a single, compensatory dimension such that… Expand
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