Amplitude of the assortment as a generator of negative emotions in the consumer
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Abstract
Consumers decisions about what store to go to may depend on different variables such as proximity, product assortment, promotions. Both manufacturers and retailers alike are worried about the optimal number of items to be offered. The goal of this paper is to analyze the effect of product range and product involvement on negative emotions experienced by the customer when making a decision. Following the experimental methodology, we planned a between subjects 2x2 design where we manipulated product range (wide vs narrow) and product involvement (low vs intermediate). Our results confirm that not only does range affect consumers’ responses but also the relevance they attach to the product category. Specifically, a larger product assortment when product involvement is intermediate elicits more intense negative emotions. Therefore, the assumption that a wide variety of options is better may not always hold, since, under certain circumstances it could saturate the consumer and evoke negative emotional responses. Consequently, managers should try and find a balance between variety and saturation so that consumers can process information from the different alternatives and get satisfaction with their final decision.
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