Abstract
Today, consumers face a huge diversity of products and services. An ordinary American supermarket sells about 285 types of cookies, 120 types of pasta sauces, 175 types of salad dressings and an incredible amount of 275 types of cereal (Schwartz, 2005). Online stores like Amazon offer 10.000 different hand bags and 180.000 products for gardening (Hielscher, 2009). A typical electronic store like the European electronics store Media Markt offers a total of 100.000 stock keeping units (Berke et al., 2012). At Media Markt, customers can choose among 80 different mobile phones, 100 fridges, 32 dishwashers, 146 coffee machines,81 printers, 54 computer screens, 285 notebooks, and 271 digital cameras (Mediamarkt.de).
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Langner, T., Krengel, M. (2012). Reducing Choice Conflict for Complex Products through Categorization. In: Eisend, M., Langner, T., Okazaki, S. (eds) Advances in Advertising Research (Vol. III). European Advertising Academy. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4291-3_4
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