Illusion of variety: Lower readability enhances perceived variety

International Journal of Research in Marketing

Volumn 33, Issue 3, 2016, Pages 674-687

  Kwong, Jessica Y Y ^b  

^a Tak)   (Hong Kong)

^b CHINESE UNIVERSITY OF HONG KONG   (Hong Kong)

Author keywords

Metacognition; Readability; Variety perceptions

Indexed keywords

EID: 84953410429     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2015.11.006     Document Type: Article

References (64)

1. Aiken, L.S., West, S.G., Multiple regression: Testing and interpreting interactions. 1991, Sage, Newbury Park, CA.
2. Alter, A.L., The benefits of cognitive disfluency. Current Directions in Psychological Science 22:6 (2013), 437–442.
3. Alter, A.L., Oppenheimer, D.M., Epley, N., Eyre, R.N., Overcoming intuition: Metacognitive difficulty activates analytic reasoning. Journal of Experimental Psychology: General 136:4 (2007), 569–576.
4. Arnold, S.J., Oum, T.H., Tigert, D.J., Determinant attributes in retail patronage: Seasonal, temporal, regional, and international comparisons. Journal of Marketing Research 20:2 (1983), 149–157.
5. Bargh, J.A., Chartrand, T.L., The mind in the middle: A practical guide to priming and automaticity research. Reis, H.T., Judd, C.M., (eds.) Handbook of research methods in social and personality psychology, 2000, Cambridge University Press, New York, NY, 253–285.
6. Baumeister, R.F., Sparks, E.A., Stillman, T.F., Vohs, K.D., Free will in consumer behavior: Self-control, ego depletion, and choice. Journal of Consumer Psychology 18:1 (2008), 4–13.
7. Berger, J., Fitzsimons, G., Dogs on the street, pumas on your feet: How cues in the environment influence product evaluation and choice. Journal of Marketing Research 45:1 (2008), 1–14.
8. Botti, S., lyengar, S.S., The psychological pleasure and pain of choosing: When people prefer choosing at the cost of subsequent outcome satisfaction. Journal of Personality and Social Psychology 87:3 (2004), 312–326.
9. Broniarczyk, S.M., Hoyer, W.D., McAlister, L., Consumers' perceptions of the assortment offered in a grocery category: The impact of item reduction. Journal of Marketing Research 35:2 (1998), 166–176.
10. Brown, C.L., Krishna, A., The skeptical shopper: A metacognitive account for the effects of default options on choice. Journal of Consumer Research 31:3 (2004), 529–539.
11. Chernev, A., Decision focus and consumer choice among assortments. Journal of Consumer Research 33:1 (2006), 50–59.
12. Chernev, A., Hamilton, R., Assortment size and option attractiveness in consumer choice among retailers. Journal of Marketing Research 46:3 (2009), 410–420.
13. Chernev, A., Böckenholt, U., Goodman, J., Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology 25:2 (2015), 333–358.
14. Cho, H., Schwarz, N., Of great art and untalented artists: Effort information and the flexible construction of judgmental heuristics. Journal of Consumer Psychology 18:3 (2008), 205–211.
15. Choi, J., Kim, B.K., Choi, I., Yi, Y., Variety-seeking tendency in choice for others: Interpersonal and intrapersonal causes. Journal of Consumer Research 32:4 (2006), 590–595.
16. Deval, H., Mantel, S.P., Kardes, F.R., Posavac, S.S., How naive theories drive opposing inferences from the same information. Journal of Consumer Research 39:6 (2013), 1185–1201.
17. Fazio, R.H., A practical guide to the use of response latency in social psychological research. Hendrick, C., Clark, M.S., (eds.) Review of personality and social psychology Research methods in personality and social psychology, 11, 1990, Sage, Newbury Park, CA, 74–97.
18. Goodman, J.K., Malkoc, S.A., Choosing here and now versus there and later: The moderating role of psychological distance on assortment size preferences. Journal of Consumer Research 39:4 (2012), 751–768.
19. Hoch, S.J., Bradlow, E.T., Wansink, B., The variety of an assortment. Marketing Science 18:4 (1999), 527–546.
20. Hoch, S.J., Bradlow, E.T., Wansink, B., Rejoinder to “the variety of an assortment: An extension to the attribute-based approach”. Marketing Science 21:3 (2002), 342–346.
21. Holbrook, M.B., Hirschman, E.C., The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research 9:2 (1982), 132–140.
22. Inbar, Y., Botti, S., Hanko, K., Decision speed and choice regret: When haste feels like waste. Journal of Experimental Social Psychology 47:3 (2011), 533–540.
23. Iyengar, S.S., Lepper, M.R., When choice is demotivating: Can one desire too much of a good thing?. Journal of Personality and Social Psychology 79:6 (2000), 995–1006.
24. Jacoby, J., Speller, D.E., Kohn, C.A., Brand choice behavior as a function of information load. Journal of Marketing Research 11:1 (1974), 63–69.
25. Janiszewski, C., Preattentive mere exposure effects. Journal of Consumer Research 20:3 (1993), 376–392.
26. Kahn, B.E., Wansink, B., The influence of assortment structure on perceived variety and consumption quantities. Journal of Consumer Research 30:4 (2004), 519–533.
27. Kwong, J.Y.Y., Soman, D., Ho, C.K.Y., The role of computational ease on the decision to spend loyalty program points. Journal of Consumer Psychology 21:2 (2011), 146–156.
28. Labroo, A.A., Kim, S., The “instrumentality” heuristic: Why metacognitive difficulty is desirable during goal pursuit. Psychological Science 20:1 (2009), 127–134.
29. Lancaster, K., The economics of product variety: A survey. Marketing Science 9:3 (1990), 189–206.
30. Lee, A.Y., The prevalence of metacognitive routes to judgment. Journal of Consumer Psychology 14:4 (2004), 349–355.
31. Lee, A.Y., Labroo, A.A., The effect of conceptual and perceptual fluency on brand evaluation. Journal of Marketing Research 41:2 (2004), 151–165.
32. Lenton, A.P., Francesconi, M., How humans cognitively manage an abundance of mate options. Psychological Science 21:4 (2010), 528–533.
33. Louviere, J.J., Gaeth, G.J., Decomposing the determinants of retail facility choice using the method of hierarchical information integration: A supermarket illustration. Journal of Retailing 63:1 (1987), 25–48.
34. Markus, H.R., Schwartz, B., Does choice mean freedom and well-being?. Journal of Consumer Research 37:2 (2010), 344–355.
35. Morales, A., Kahn, B.E., McAlister, L., Broniarczyk, S.M., Perceptions of assortment variety: The effects of congruency between consumers' internal and retailers' external organization. Journal of Retailing 81:2 (2005), 159–169.
36. Novemsky, N., Dhar, R., Schwarz, N., Simonson, I., Preference fluency in choice. Journal of Marketing Research 44:3 (2007), 347–356.
37. Oppewal, H., Koelemeijer, K., More choice is better: Effects of assortment size and composition on assortment evaluation. International Journal of Research in Marketing 22:1 (2005), 45–60.
38. Pocheptsova, A., Labroo, A.A., Dhar, R., Making products feel special: When metacognitive difficulty enhances evaluation. Journal of Marketing Research 47:6 (2010), 1059–1069.
39. Preacher, K.J., Hayes, A.F., Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods 40:3 (2008), 879–891.
40. Preacher, K.J., Rucker, D.D., Hayes, A.F., Addressing moderated mediation hypotheses: Theory, methods, and prescriptions. Multivariate Behavioral Research 42:1 (2007), 185–227.
41. Randall, T., Ulrich, K., Product variety, supply chain structure, and firm performance: Analysis of the U. S. bicycle industry. Management Science 47:12 (2001), 1588–1604.
42. Rao, A.R., Monroe, K.B., The effect of price, brand name, and store name on buyers' perceptions of product quality: An integrative review. Journal of Marketing Research 26:3 (1989), 351–357.
43. Ratner, R.K., Kahn, B.E., Kahneman, D., Choosing less-preferred experiences for the sake of variety. Journal of Consumer Research 26:1 (1999), 1–15.
44. Reber, R., Schwarz, N., Effects of perceptual fluency on judgments of truth. Consciousness and Cognition 8:3 (1999), 338–342.
45. Roediger, H.L., Stellon, C.C., Tulving, E., Inhibition from part-list cues and rate of recall. Journal of Experimental Psychology: Human Learning and Memory 3:2 (1977), 174–188.
46. Rolls, B.J., Rowe, E.A., Rolls, E.T., Kingston, B., Megson, A., Gunary, R., Variety in a meal enhances food intake in man. Physiology & Behavior 26:2 (1981), 215–221.
47. Schwarz, N., Metacognitive experiences in consumer judgment and decision making. Journal of Consumer Psychology 14:4 (2004), 332–348.
48. Schwarz, N., Feeling-as-information theory. Van Lange, P.A.M., Kruglanski, A.W., Higgins, E.T., (eds.) Handbook of theories of social psychology, 2, 2012, Sage, Thousand Oaks, CA, 289–308.
49. Sheldon, K.M., Boehm, J.K., Lyubomirsky, S., Variety is the spice of happiness: The hedonic adaptation prevention (HAP) model. David, S.A., Boniwell, I., Ayers, A.C., (eds.) Oxford handbook of happiness, 2013, Oxford University Press, New York, NY, 901–914.
50. Simmons, J.P., Nelson, L.D., Intuitive confidence: Choosing between intuitive and nonintuitive alternatives. Journal of Experimental Psychology: General 135:3 (2006), 409–428.
51. Slamecka, N.J., Kezwer, R., The effects of postinterpolation cuing on originally accessible and inaccessible items. The American Journal of Psychology 89:3 (1976), 545–552.
52. Song, H., Schwarz, N., Fluency and the detection of misleading questions: Low processing fluency attenuates the Moses illusion. Social Cognition 26:6 (2008), 791–799.
53. Spiller, S.A., Fitzsimons, G.J., Lynch, J.G.J., McClelland, G.H., Spotlights, floodlights, and the magic number zero: Simple effects tests in moderated regression. Journal of Marketing Research 50:2 (2013), 277–288.
54. Thomas, M., Morwitz, V.G., The ease-of-computation effect: The interplay of metacognitive experiences and naive theories in judgments of price differences. Journal of Marketing Research 46:1 (2009), 81–91.
55. Tormala, Z.L., Clarkson, J.J., Henderson, M.D., Does fast or slow evaluation foster greater certainty?. Personality and Social Psychology Bulletin 37:3 (2011), 422–434.
56. Townsend, C., Kahn, B.E., The “visual preference heuristic”: The influence of visual versus verbal depiction on assortment processing, perceived variety, and choice overload. Journal of Consumer Research 40:5 (2014), 993–1015.
57. Tversky, A., Kahneman, D., Availability: A heuristic for judging frequency and probability. Cognitive Psychology 5:2 (1973), 207–232.
58. Unkelbach, C., The learned interpretation of cognitive fluency. Psychological Science 17:4 (2006), 339–345.
59. Van Herpen, E., Pieters, R., The variety of an assortment: An extension to the attribute-based approach. Marketing Science 21:3 (2002), 331–341.
60. Winkielman, P., Schwarz, N., Fazendeiro, T., Reber, R., The hedonic marking of processing fluency: Implications for evaluative judgment. Musch, J., Klauer, K.C., (eds.) The psychology of evaluation: Affective processes in cognition and emotion, 2003, Erlbaum, Mahwah, NJ, 189–217.
61. Whittlesea, B.W.A., Illusions of familiarity. Journal of Experimental Psychology: Learning, Memory, and Cognition 19:6 (1993), 1235–1253.
62. Wyer, R.S. Jr., Social comprehension and judgment: The role of situation models, narratives, and implicit theories. 2004, Erlbaum, Mahwah, NJ.
63. Wyer, R.S. Jr., Srull, T.K., Memory and cognition in its social context. 1989, Erlbaum, Hillsdale, NJ.
64. Young, M.E., Wasserman, E.A., Entropy and variability discrimination. Journal of Experimental Psychology: Learning, Memory, and Cognition 27:1 (2001), 278–293.