The effect of hyperchoice on the consumer and the moderating effect of  the brand: an application in the jewelry market

Larceneux, Fabrice; Rieunier, Sophie; Fady, André

Larceneux, Fabrice; Rieunier, Sophie; Fady, André (2007), The effect of hyperchoice on the consumer and the moderating effect of the brand: an application in the jewelry market, Recherche et applications en marketing, 22, 4, p. 43-56. http://dx.doi.org/10.1177/205157070702200402

Type

Article accepté pour publication ou publié

Date

2007

Nom de la revue

Recherche et applications en marketing

Volume

Numéro

Éditeur

AFM

Pages

43-56

Résumé (EN)

The objective of this research is to study the reactions of consumers when faced with a hyperchoice situation. Two experiments were carried out, varying the number of products displayed in a jewelry department. The results show that increasing the number of products has a positive effect on the perception of price and the sensation of choice, but a negative effect on the attractiveness of the showcase, the perception of quality, the perception of product originality, and the desire to make a choice. However, these effects of hyperchoice we largely attenuated by the presence of a brand.

Mots-clés

Assortment; brand; hyper choice of products; jewelry; merchandising

JEL

D11 - Consumer Economics: Theory
D12 - Consumer Economics: Empirical Analysis
M31 - Marketing