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- catalog abstract "Manufacturers often expand product assortments in an attempt to increase brand share within a category. While the positive impact of such a strategy on brand share is not guaranteed, the rational choice principle of "regularity" dictates that a manufacturer should not lose brand share to a competitor by offering an increase in product assortment (Luce 1959). In the present research, we introduce the concept of assortment type and argue that the effect of assortment size on brand share will be moderated by assortment type. In particular, we define an "ordinal" assortment to be a set of brand variants that differ along a single continuous attribute (e.g., microwave ovens that vary on capacity) and provide evidence that increases in ordinal assortment translate to increases in brand share. In contrast, we define a "nominal" assortment to be a set of brand variants that simultaneously vary along non-comparable or discrete attributes (e.g., options on a car) and provide evidence that increases in nominal assortment can and do translate to systematic decreases in brand share.".
- catalog contributor b11156950.
- catalog contributor b11156951.
- catalog contributor b11156952.
- catalog created "c1999.".
- catalog date "1999".
- catalog date "c1999.".
- catalog dateCopyrighted "c1999.".
- catalog description "Includes bibliographical references (p. 20).".
- catalog description "Manufacturers often expand product assortments in an attempt to increase brand share within a category. While the positive impact of such a strategy on brand share is not guaranteed, the rational choice principle of "regularity" dictates that a manufacturer should not lose brand share to a competitor by offering an increase in product assortment (Luce 1959). In the present research, we introduce the concept of assortment type and argue that the effect of assortment size on brand share will be moderated by assortment type. In particular, we define an "ordinal" assortment to be a set of brand variants that differ along a single continuous attribute (e.g., microwave ovens that vary on capacity) and provide evidence that increases in ordinal assortment translate to increases in brand share. In contrast, we define a "nominal" assortment to be a set of brand variants that simultaneously vary along non-comparable or discrete attributes (e.g., options on a car) and provide evidence that increases in nominal assortment can and do translate to systematic decreases in brand share.".
- catalog extent "20, [8] p. :".
- catalog isPartOf "Working paper (Harvard University. Graduate School of Business Administration. Division of Research) ; 99-102.".
- catalog isPartOf "Working paper / Division of Research, Harvard Business School ; 99-102".
- catalog issued "1999".
- catalog issued "c1999.".
- catalog language "eng".
- catalog publisher "[Boston] : Division of Research, Harvard Business School,".
- catalog title "Consumer choice behavior among wide assortments : is more choice always better / John T. Gourville, Dilip Soman.".
- catalog type "text".