Sizeable Product Assortment Leads to Higher-Priced Purchases

Consumers offered a large variety of items in a given category are often willing to spend more per item, according to an HBR Forum. Marco Bertini and Luc Wathieu, of Georgetown University’s McDonough School of Business, suggested that presenting a wide selection engages the consumer, who infers that the amount of choices reflects the level of quality differences in the items.

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