Der Wert von Produktvielfalt: - Universität St.Gallen

1. Besseres Verständnis der Wertschätzung von Produktvielfalt durch
Konsumenten. Dies beinhaltet insbesondere die theoretische Erklärung der
zugrunde liegenden positiven und negativen sowie kognitiven und affektiven
Reaktionen von Konsumenten auf (hohe) Produktvielfalt sowie deren
Messung.
• „(...) research on how much customers value variety (...) and the reactions
of customers to large sets of options are (…) important areas for research“
(Lehman 1998, S. 64).
• „There is no consensus on a comprehensive principle that predicts
decision difficulty, that provides measures of difficulty, or even on a definition“
(Hastie 2000, S. 11).
• „(…) future research should focus on the underlying cognitive processes
that drive the negative impact of non-alignability on consumer choice“
(Gourville/Soman 1999, S. 22).
• „Additional research might investigate the role of affectively based
assortment perceptions more thoroughly (…)”
(Broniarczyk/Hoyer/McAlister 1998, S. 175).
2. Untersuchung der Auswirkungen verschiedener Kosten- und Nutzenaspekte
von Produktvielfalt auf das Konsumentenverhalten
• „(…) how the aversive elements of decision making are offset by the
positive elements of greater choice to account for the fact that decisions do
get made“ (Dhar 1997a, S. 230).
• „Further research should investigate the influences of anticipating
decision errors on purchase timing and choices between brand name and
price (…)“ (Simonson 1992, S. 117).
• „(…) dissonance is integral to decision making and to consumption (…).
Little work on the occurrence and reduction of dissonance in consumption
is currently available, and managers are generally unable to determine the
extent of dissonance experienced by their consumers or of the influence of
dissonance on satisfaction“ (Oliver 1996, S. 261).
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