Perceptions and evaluations of assortment variety

Given the explosive growth in the number of products, managing their assortments is a challenging task for retailers. An understanding of consumer responses to changes in assortment size and composition is required. This dissertation examines consumers' perceptions and evaluations of product assortments, with a focus on assortment variety. It investigates diverse measures of assortment variety, the influence of variety aspects on consumers' expectations of choice success and effort, and the combined influence of variety aspects, expertise, and preference awareness on store preference. In addition, a first exploration of consumers' product assortments, i.e. assortments that are owned by consumers, is provided.