The Impact of a Complement-Based Assortment Organization on Purchases

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Bibliographische Detailangaben
Beteiligte: Sarantopoulos, Panagiotis, Theotokis, Aristeidis, Pramatari, Katerina, Roggeveen, Anne L.
In: Journal of Marketing Research, 56, 2019, 3, S. 459-478
veröffentlicht:
SAGE Publications
Medientyp: Artikel, E-Artikel

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weitere Informationen
Umfang: 459-478
ISSN: 0022-2437
1547-7193
DOI: 10.1177/0022243718823698
veröffentlicht in: Journal of Marketing Research
Sprache: Englisch
Schlagwörter:
Kollektion: SAGE Publications (CrossRef)
Inhaltsangabe

<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>