Date of this Version
Journal of Retailing
In this paper we propose a model for describing consumer decision making among assortments or menus of options from which a single option will be chosen at a later time. Central to the derivation of the model is an assumption that consumers are uncertain about their future preferences. The model captures both the utility of the items within the assortments as well as the flexibility the items offer as a group. We support our model empirically with two laboratory experiments. In the first experiment we test the underlying assumptions. In the second, we compare the predictive validity of our model to that provided by other models suggested in the literature.
Originally published in the Journal of Retailing © 1991 Elsevier
This is a pre-publication version. The publication is available at https://www.sciencedirect.com/journal/journal-of-retailing
Kahn, B. E., & Lehmann, D. R. (1991). Modeling Choice Among Assortments. Journal of Retailing, 67 (3), 274-299. Retrieved from https://repository.upenn.edu/marketing_papers/241
Date Posted: 15 June 2018
This document has been peer reviewed.