"Feasible versus desirable market offerings: the role of choice set siz" by Nguyen T. Thai and Ulku Yuksel
Purpose: This paper aims to find out what product features become salient when consumers are exposed to many market offerings, demonstrating how choice set size influences construal mindset, which then affects the type of product consumers choose. Design/methodology/approach: Experiment 1 provides preliminary evidence that being exposed to a large (vs small) choice set may drive people to focus more on the feasibility (i.e. a secondary feature) of a product and less on the desirability (i.e. a primary feature) when making a choice. Experiment 2 unveils the serial mediating roles of construal l...
Source: uow.edu.au