Increasing the actual variety of an assortment has been shown previously to increase the quantity consumed. We show, however, that consumption quantities are also influenced by the perceived variety of an assortment. In combination, six lab and field studies show that the structure of an assortment (e.g., organization and entropy) moderates the effect of actual variety on perceived variety. We further show that it is perceived variety which in turn influences consumption quantities through anticipated consumption utility. Making salient other consumption rules, such as size of the assortment, moderates this effect. These findings are of immediate relevance to interdisciplinary researchers and to consumers and health practitioners who wish to better control food consumption.

For more information see Wansink, Brian (2001), “Abandoned Products and Consumer Waste: How Did That Get into the Pantry?” Choices, (October), 46. Acknowledgement: ©2001, American Agricultural Economics Association, Choices www.choicesmagazine.org.

Contact:
Brian Wansink, PhD
Food and Brand Lab, Director
110 Warren Hall
Cornell University
Ithaca, NY 14853
Email: foodandbrandlab@cornell.edu

*This study was conducted at the University of Illinois, former location of the Cornell Food and Brand Lab.

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