Paradox of choice: The influence of assortment size on customer satisfaction

Recently researchers showed that more choice is not always better. Choosing from large assortments can be overwhelming, raising expectations and decreasing overall level of consumer satisfaction. Author contributes to existing overchoice studies by using real assortment of online stores to find influence of assortment size on customer satisfaction. 90 students participated in the main experiment, where they chose a smartphone case for their friend. Results of the study show that large assortment size leads to higher expectations, higher choice difficulty and higher level of satisfaction. This research does not show overchoice presence and author suggests future studies could focus more on assortment variety and more personal characteristics of consumers, like preference uncertainty.

Gas emissions on rice culture and its importance on air quality

Dissertação para obtenção do Grau de Mestre em Engenharia do Ambiente Perfil Gestão de Sistemas Ambientais

Packaging as a vehicle of nutritional information for children: Enhancing children’s perceptions of healthy food

Field lab in marketing: Children consumer behaviour