"Wide" Variety: Effects of Horizontal Versus Vertical Display on Assortment Processing, Perceived Variety, and Choice

Journal of Marketing Research

Volumn 53, Issue 5, 2016, Pages 682-698

  Deng, Xiaoyan ^a   Kahn, Barbara E ^b   Unnava, H Rao ^c   Lee, Hyojin ^d  

^a OHIO STATE UNIVERSITY   (United States)

^b UNIVERSITY OF PENNSYLVANIA   (United States)

^c UNIVERSITY OF CALIFORNIA   (United States)

^d SAN JOSE STATE UNIVERSITY   (United States)

Author keywords

Eye movement; Horizontal versus vertical; Perceived variety; Retail assortment; Variety seeking

Indexed keywords

EID: 84995892147     PISSN: 00222437     EISSN: 15477193     Source Type: Journal    
DOI: 10.1509/jmr.13.0151     Document Type: Article

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