Sarantopoulos, P, Theotokis, A orcid.org/0000-0002-3030-8773, Pramatari, K et al. (1 more author) (2019) The Impact of a Complement-Based Assortment Organization on Purchases. Journal of Marketing Research, 56 (3). pp. 459-478. ISSN 0022-2437
Abstract
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.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2019, American Marketing Association. This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://www.creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages (https://us.sagepub.com/en-us/nam/open-access-at-sage). |
Keywords: | assortment organization; complementarity; purchase behavior; retailing |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 28 Jan 2019 12:37 |
Last Modified: | 25 Jun 2023 21:41 |
Status: | Published |
Publisher: | American Marketing Association |
Identification Number: | 10.1177/0022243718823698 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:141634 |