Wednesday, May 14, 2014

Consumer and Managerial Goals in Assortment Choice and Design

KAHN Barbara E., CHERNEV Alexander, BOCKENHOLT Ulf, BUNDORF Kate, DRAGANSKA Michaela, HAMILTON Ryan, MEYER Robert J., WERTENBROCH Klaus
Access the publisher's website Marketing Letters 25, 3 (2014) 293-303

In many domains, consumers must deal with an increasing number of choices—spanning where, when, what, and how many items to buy; how many and which options to consider; and how best to weigh the pros and cons of these options. This paper considers how consumer and managerial goals and the ensuing tradeoffs affect the optimal design of assortments in order to help enhance our understanding of assortment choice, identify issues that merit particular attention, review some of the recent research in pertinent areas, and suggest directions for future research.