Abstract

In this thesis we propose that the impact of assortment size on choice is moderated by goals (regulatory focus). We argue that if the choice is approached with a prevention focus, a consumer who lacks articulated preferences will concentrate on avoiding regret, and in needing to evaluate every option to correctly reject all but the one best alternative, will find it easier to process a small assortment. Conversely, a promotion-focused individual will stop at the choice that meets all of his/her requirements, so we predict a preference for a large assortment, as more options means more 'hits'. Prior research has shown that product category can trigger a consumer's prevention or promotion focus. We further suggest that product category will influence the ideal assortment size. When buying a 'prevention product', comparing many options increases the difficulty of making correct rejections, and we predict a preference for a small assortment. When buying a 'promotion product', the priority is to have as many 'hits' as possible, so we expect a preference for a large assortment. Understanding how goals are activated, given the purchasing decision, and how they moderate the assortment size/consumer response relationship will provide guidance to both manufacturers and retailers in terms of editing the assortment size to increase consumers' purchasing likelihood