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Research Article
Size, entropy, and density: What is the difference that makes the difference between small and large real-world assortments?
Article first published online: 9 FEB 2009
DOI: 10.1002/mar.20272
© 2009 Wiley Periodicals, Inc.
Issue
1520-6793/asset/cover.gif?v=1&s=71320510dd3ee1c03a3c2b6d2e69bfd3cb62bb05 "Psychology and Marketing")
Psychology and Marketing
Special Issue: Assortment Structure and Choice
Volume 26, Issue 3, pages 254–279, March 2009
Additional Information
How to Cite
Fasolo, B., Hertwig, R., Huber, M. and Ludwig, M. (2009), Size, entropy, and density: What is the difference that makes the difference between small and large real-world assortments?. Psychol. Mark., 26: 254–279. doi: 10.1002/mar.20272
Publication History
- Issue published online: 9 FEB 2009
- Article first published online: 9 FEB 2009
- Abstract
- References
- Cited By
Abstract
Consumer research has shown the downsides of offering consumers too much choice and is now starting to explore moderators of the effect of assortment size on consumer decisions. Building on previous studies, this research examines two side effects of tyranny of choice in the marketplace: high assortment entropy and high density of attribute values. We analyze two supermarkets—one offering small, the other large assortments—to examine how size, entropy, and density relate in the marketplace. We find that larger supermarket assortments come with higher density and higher entropy. Simulations of various choice strategies in these marketplace assortments reveal that making selections from large high-density and high-entropy assortments is time consuming, and better choice quality is not a forgone conclusion, even for customers with ambitious aspirations. © 2009 Wiley Periodicals, Inc.