The effect of variety on consumer preferences: The role of need for cognition and recommended alternatives
- Keywords:
- variety, consumer preferences, alternatives, need for cognition
- Abstract
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This study was based on the 2 conflicting perspectives of the existing literature: whether or not large variety will weaken or strengthen consumer preferences. In this research we identified need for cognition as a key factor moderating the effect of variety on consumer preferences, and examined the role that recommended alternatives play. Implications are discussed based on the research results.
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- Published
- 2006-08-01
- Issue
- Volume 34, 2006, Issue 7
- Section
- Articles
- License
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