Overchoice
Subtitle: the effect of assortment type on brand choice
By: John T. Gourville, Dilip Soman
Contributors: Soman, Dilip; Harvard Business School. Division of Research
Series: Working paper / Division of Research, Harvard Business School -- 04-041; Working paper (Harvard Business School. Division of Research) -- 04-041
Publisher: Division of Research, Harvard Business School
Published: 2004
Place of publication: Boston
Language: eng
Number of pages: 39
Description: Almost universally, product variety is thought to be good. Heterogeneity in tastes across and within individuals suggests a wide assortment should better meet the needs of consumers than a narrow assortment. Thus, a brand that provides increased variety should benefit through increased market share. This paper challenges these beliefs, demonstrating that under certain predictable conditions, increases in a brands assortment can decrease market share.
Notes: "November 2003 draft."

Includes bibliographical references.