"How can I choose when there are all these options?": Effects of variety and assortment size on choice overload

Resumo

In retailing contexts, companies usually offer consumers a wide variety of options so that they can choose the one that fits best their needs. Nevertheless, is this the best strategy? Does it really generate positive outcomes? This article aims to verify how variety of options available in a shopping decision situation affects choice overload. In order to check the main effect, satisfaction, confidence and regret on the choice made were used as outcomes of this process. We also analyzed the role played by assortment size perception in this relation. Two experimental studies demonstrated that offering consumers a bigger perceived variety actually increases satisfaction and confidence with the option made, and decreases feelings of regret. Surprisingly, assortment size effects on this model were not confirmed. Contributions to literature and to retailing companies' strategy, as well as possibilities of further studies are discussed.

Key words: variety, satisfaction, confidence, and regret

Track 1: Retailers’ Strategies and Management