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EMAC 2020 Annual Conference

The impacts of assortment size and assortment type on perceived assortment variety: purely vs. mixed alignability

Published: May 27, 2020


Richard Huaman-Ramirez, EM Strasbourg Business School; Victor Mejia, University Institute of Technology GRM (EA 4711), Côte d’Azur University


Assortment type; assortment size; perceived variety


This study investigates the link between assortment type (i.e. alignability) and assortment size (i.e. number of products) on assortment perceived variety. Two experiments demonstrate that (1) when assortment are differentiated along a single attribute (either alignable or nonalignable), only assortment type influences perceived variety while assortment size does not, (2), when assortments are differentiated along two attributes (both alignable and nonalignable), both assortment type and assortment size separately and jointly influence perceived variety.