Journal Article | Marketing Science | summer 2005

Overchoice and Assortment Type: When and Why Variety Backfires

by John T. Gourville and Dilip Soman

Citation:

Gourville, John T., and Dilip Soman. "Overchoice and Assortment Type: When and Why Variety Backfires." Marketing Science 24, no. 3 (summer 2005): 382–395.