Can I read SSRN Id1150853 on EtoBox?

SSRN Id1150853 by drushtant.1927 is a document available to read on EtoBox.

What is SSRN Id1150853 about?

This research examines how assortment size affects consumer choice, specifically influencing the selection between virtuous (utilitarian) and indulgent (hedonic) options. Five studies demonstrate that larger assortments lead consumers to choose options that are easier to justify, such as healthier food, due to increased choice difficulty. The findings highlight the importance of justification processes in decision-making and suggest that situational factors can reverse these trends, allowing for indulgent c

Author

drushtant.1927

Language

EN