Arranging the assortment to arouse choice: Effects of goal-relevant assortment organization on food choice and variety perceptions

E. van Herpen, Anick Bosmans

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Food retailers can present specific products in a separate category (e.g., separate section for organic products) or integrated into the mainstream shelf. This study investigates how assortment organization influences consumers’ variety perceptions and product choice. We argue and show that when an assortment is organized according to an individual’s goal (e.g., organics), he or she is more likely to choose a product that is in line with his/her goal (e.g., choose an organic product), compared to when products are presented in a mixed display or when categories are unrelated to this goal. Moreover, the results of three experiments show that when assortments are organized according to a relevant goal, people perceive more variety in the category with goal-consistent products (an in-category heterogeneity effect), but tend to see less variety in the category with products that are not consistent with their goal (an out-category homogeneity effect). This implies that food retailers can direct consumers’ choice, as well as consumers’ perception of the assortment, through assortment organization. Size of the category is shown to be a boundary condition.
Original languageEnglish
Pages (from-to)192-204
JournalFood Quality and Preference
Volume64
DOIs
Publication statusPublished - Mar 2018

Fingerprint

Organizations
Consumer Organizations

Keywords

  • asortment
  • organization
  • variety
  • categorization
  • organics

Cite this

@article{9e92b6818a014866b5952b07e6cd6aef,
title = "Arranging the assortment to arouse choice: Effects of goal-relevant assortment organization on food choice and variety perceptions",
abstract = "Food retailers can present specific products in a separate category (e.g., separate section for organic products) or integrated into the mainstream shelf. This study investigates how assortment organization influences consumers’ variety perceptions and product choice. We argue and show that when an assortment is organized according to an individual’s goal (e.g., organics), he or she is more likely to choose a product that is in line with his/her goal (e.g., choose an organic product), compared to when products are presented in a mixed display or when categories are unrelated to this goal. Moreover, the results of three experiments show that when assortments are organized according to a relevant goal, people perceive more variety in the category with goal-consistent products (an in-category heterogeneity effect), but tend to see less variety in the category with products that are not consistent with their goal (an out-category homogeneity effect). This implies that food retailers can direct consumers’ choice, as well as consumers’ perception of the assortment, through assortment organization. Size of the category is shown to be a boundary condition.",
keywords = "asortment, organization, variety, categorization, organics",
author = "{van Herpen}, E. and Anick Bosmans",
year = "2018",
month = "3",
doi = "10.1016/j.foodqual.2017.09.007",
language = "English",
volume = "64",
pages = "192--204",
journal = "Food Quality and Preference",
issn = "0950-3293",
publisher = "ELSEVIER SCI LTD",

}

Arranging the assortment to arouse choice : Effects of goal-relevant assortment organization on food choice and variety perceptions. / van Herpen, E.; Bosmans, Anick.

In: Food Quality and Preference, Vol. 64, 03.2018, p. 192-204.

Research output: Contribution to journalArticleScientificpeer-review

TY - JOUR

T1 - Arranging the assortment to arouse choice

T2 - Effects of goal-relevant assortment organization on food choice and variety perceptions

AU - van Herpen, E.

AU - Bosmans, Anick

PY - 2018/3

Y1 - 2018/3

N2 - Food retailers can present specific products in a separate category (e.g., separate section for organic products) or integrated into the mainstream shelf. This study investigates how assortment organization influences consumers’ variety perceptions and product choice. We argue and show that when an assortment is organized according to an individual’s goal (e.g., organics), he or she is more likely to choose a product that is in line with his/her goal (e.g., choose an organic product), compared to when products are presented in a mixed display or when categories are unrelated to this goal. Moreover, the results of three experiments show that when assortments are organized according to a relevant goal, people perceive more variety in the category with goal-consistent products (an in-category heterogeneity effect), but tend to see less variety in the category with products that are not consistent with their goal (an out-category homogeneity effect). This implies that food retailers can direct consumers’ choice, as well as consumers’ perception of the assortment, through assortment organization. Size of the category is shown to be a boundary condition.

AB - Food retailers can present specific products in a separate category (e.g., separate section for organic products) or integrated into the mainstream shelf. This study investigates how assortment organization influences consumers’ variety perceptions and product choice. We argue and show that when an assortment is organized according to an individual’s goal (e.g., organics), he or she is more likely to choose a product that is in line with his/her goal (e.g., choose an organic product), compared to when products are presented in a mixed display or when categories are unrelated to this goal. Moreover, the results of three experiments show that when assortments are organized according to a relevant goal, people perceive more variety in the category with goal-consistent products (an in-category heterogeneity effect), but tend to see less variety in the category with products that are not consistent with their goal (an out-category homogeneity effect). This implies that food retailers can direct consumers’ choice, as well as consumers’ perception of the assortment, through assortment organization. Size of the category is shown to be a boundary condition.

KW - asortment

KW - organization

KW - variety

KW - categorization

KW - organics

U2 - 10.1016/j.foodqual.2017.09.007

DO - 10.1016/j.foodqual.2017.09.007

M3 - Article

VL - 64

SP - 192

EP - 204

JO - Food Quality and Preference

JF - Food Quality and Preference

SN - 0950-3293

ER -