The Impact of a Complement-Based Assortment Organization on Purchases

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., substi...

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Veröffentlicht in:Journal of marketing research 2019-06, Vol.56 (3), p.459-478
Hauptverfasser: Sarantopoulos, Panagiotis, Theotokis, Aristeidis, Pramatari, Katerina, Roggeveen, Anne L.
Format: Artikel
Sprache:eng
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Zusammenfassung: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.
ISSN:0022-2437
1547-7193
DOI:10.1177/0022243718823698