Superfluous choices and persistent brand preferences
By: A.V. Muthukrishnan and Luc Wathieu
Contributors: Wathieu, Luc; Harvard Business School. Division of Research
Series: Working paper / Division of Research, Harvard Business School -- 05-032; Working paper (Harvard Business School. Division of Research) -- 05-032
Publisher: Division of Research, Harvard Business School
Published: 2004
Place of publication: Boston
Language: eng
Number of pages: 30
Description: Marketing usually strives to present consumers with finely targeted offerings. Evidence in this paper suggests, however, that when the context is augmented to include superfluous choices (i.e., inferior options or unnecessary choice steps) the task invites a perception of validity that cultivates consumer confidence and builds brand loyalty. Conversely, consumers too narrowly targeted lose confidence in their choices and display less enduring brand preferences. This effect of superfluous choices is isolated in a series of five experiments.
Notes: "10/21/04"--Added t.p.

Includes bibliographical references.