Beteiligte: | , , , |
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In: | Journal of Marketing Research, 56, 2019, 3, S. 459-478 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 459-478 |
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ISSN: |
0022-2437
1547-7193 |
DOI: | 10.1177/0022243718823698 |
veröffentlicht in: | Journal of Marketing Research |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p> This article examines whether and why organizing product categories according to the consumption goal they serve (i.e., complement-based assortment organization) may increase purchases compared with organizing product categories according to their attributes or physical characteristics (i.e., substitute-based assortment organization). Across two field experiments, a virtual reality experiment, and a lab experiment, the authors show that a complement-based assortment organization, compared with a substitute-based assortment organization, leads to increased numbers of purchases and increased expenditures. Ease of visualization of the consumption process mediates the results. The impact of the complement-based organization on purchases is more pronounced for less involved consumers and for consumers with a less specific shopping goal. These findings have both theoretical and practical implications. </jats:p> |