More choice is better: Effects of assortment size and composition on assortment evaluation

Abstract

This study focuses on effects of assortment size and composition on assortment evaluation. Data from a choice experiment conducted with members of a large consumer panel suggest that adding any item improves assortment evaluation, regardless of their attributes or the size of the assortment. Although effects are observed for a few specific products, there is no evidence of a generic ‘favorite available’ effect as reported in earlier studies, nor is there indication that smaller assortments suffice if they contain a consumer's favorite alternative.