The impact of product assortment size and attribute quantity on information searches
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(Published version)
Date
2017
Authors
Dornyei, K.R.
Krystallis, A.
Chrysochou, P.
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Journal article
Citation
Journal of Consumer Marketing, 2017; 34(3):191-201
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Abstract
Purpose - This paper aims to investigate the impact of assortment size and attribute quantity on the depth and content of consumer information searches.
Design/methodology/approach - For a computer-aided experiment using an information display board, participants (n = 393) were placed in a simulated shopping situation that involved choosing a product among three sets of frequently purchased, low-involvement, FMCG alternatives
Findings - The findings show that when the assortment size increases, consumers acquire information from more products and cues but sacrifice product attributes. In particular, this sacrifice comes at the expense of secondary product attributes (e.g. nutrition information, country of origin), whereas primary product attributes (e.g. brand name, price) remain constant. Attribute quantity does not have a significant effect on information search
Originality/value - Information searches are measured by means of three different variables (searched cues, searched products and searched attributes), which enable a more complex exploration of the consumer information search process
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Copyright 2017 Emerald Publishing
Access Condition Notes: Post print available on open access