When More Is Less and Less Is More : The Role of Ideal Point Availability and Assortment in Consumer Choice

@inproceedings{Chernev2003WhenMI,
  title={When More Is Less and Less Is More : The Role of Ideal Point Availability and Assortment in Consumer Choice},
  author={Alexander Chernev},
  year={2003}
}
Contrary to the common wisdom that more choice is always better, selections made from large assortments can lead to weaker preferences. Building on the extant literature, this research identifies ideal point availability as a key factor moderating the impact of assortment on choice. It is proposed that, in the case of large assortments, ideal point… CONTINUE READING

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