Overchoice

Description

"Almost universally, product variety is thought to be good. Heterogeneity in tastes across and within individuals suggests a wide assortment should better meet the needs of consumers than a narrow assortment. Thus, a brand that provides increased variety should benefit through increased market share. This paper challenges these beliefs, demonstrating that under certain predictable conditions, increases in a brands assortment can decrease market share."

Subjects

Series Statement

• Working paper / Division of Research, Harvard Business School -- 04-041