In:
Journal of Marketing Research, SAGE Publications, Vol. 56, No. 3 ( 2019-06), p. 459-478
Abstract:
This article examines whether and why organizing product categories according to the consumption goal they serve (i.e., complement-based assortment organization) may increase purchases compared with organizing product categories according to their attributes or physical characteristics (i.e., substitute-based assortment organization). Across two field experiments, a virtual reality experiment, and a lab experiment, the authors show that a complement-based assortment organization, compared with a substitute-based assortment organization, leads to increased numbers of purchases and increased expenditures. Ease of visualization of the consumption process mediates the results. The impact of the complement-based organization on purchases is more pronounced for less involved consumers and for consumers with a less specific shopping goal. These findings have both theoretical and practical implications.
Type of Medium:
Online Resource
ISSN:
0022-2437
,
1547-7193
DOI:
10.1177/0022243718823698
Language:
English
Publisher:
SAGE Publications
Publication Date:
2019
detail.hit.zdb_id:
2066604-4
detail.hit.zdb_id:
218319-5
SSG:
3,2
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