Marketing Papers

Document Type

Technical Report

Date of this Version

1991

Publication Source

Journal of Retailing

Volume

67

Issue

3

Start Page

274

Last Page

299

Abstract

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.

Copyright/Permission Statement

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

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Date Posted: 15 June 2018

This document has been peer reviewed.