Abstract
Shoppers undertake a multitude of shopping missions and each retail sector describes these missions in their own ways. However, there are some common denominators in shopping missions such as the level of browsing and public accountability of what the shopper purchased. Berkhout discusses the impact of these aspects on perceived variety and complexity of assortment. Berkhout applies a model on choice overload to determine how elements such as assortment size and shopping mission interact. Arguments are given to highlight that ‘shopping mission’ is the most decisive factor in explaining choice overload.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Chandon, P., Hutchinson, J. W., Bradlow, E. T., & Young, S. H. (2009). Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings and Brand Attention and Evaluation at the Point of Purchase. Journal of Marketing, 73(6), 1–17.
Chernev, A. (2006). Decision Focus and Consumer Choice Among Assortments. Journal of Consumer Research, 33, 50–59.
Chernev, A., Böckenholt, U., & Goodman, J. (2014). Choice Overload: A Conceptual Review and Meta-Analysis. Journal of Consumer Psychology, 25(2), 333–358.
Gao, L., & Simonson, I. (2015). The Positive Effect of Assortment Size on Purchase Likelihood: The Moderating Influence on Decision Order. Journal of Consumer Psychology, 26(4), 542–549.
Morales, A., Kahn, B. E., McAlister, L., & Broniarczyk, S. M. (2005). Perceptions of Assortment Variety: The Effects of Congruency Between Consumers’ Internal and Retailers’ External Organization. Journal of Retailing, 81(2), 159–169.
Ratner, R. K., & Kahn, B. E. (2002). The Impact of Private Versus Public Consumption on Variety-Seeking Behaviour. Journal of Consumer Research, 29(2), 246–257.
Scheibehenne, B., Greifeneder, R., & Todd, P. M. (2009). What Moderates the Too-Much-Choice Effect? Psychology & Marketing, 26(3), 229–253.
Van Herpen, E., & Bosmans, A. (2017). Arranging the Assortment to Arouse Choice: Effects of Goal Relevant Assortment Organization on Food Choice and Variety Perceptions. Food Quality and Preference, 64, 192–204.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2019 The Author(s)
About this chapter
Cite this chapter
Berkhout, C. (2019). Shopping Missions. In: Assortment and Merchandising Strategy. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-11163-2_6
Download citation
DOI: https://doi.org/10.1007/978-3-030-11163-2_6
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-11162-5
Online ISBN: 978-3-030-11163-2
eBook Packages: Business and ManagementBusiness and Management (R0)