Publicação
Paradox of choice: The influence of assortment size on customer satisfaction
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Martinez, Luis Manuel da Silva Pereira Fructuoso | |
| dc.contributor.author | Gorokhov, Kirill | |
| dc.date.accessioned | 2015-10-26T15:58:03Z | |
| dc.date.available | 2016-06-30T00:30:10Z | |
| dc.date.issued | 2015-06 | |
| dc.description | Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | en |
| dc.description.abstract | Recently researchers showed that more choice is not always better. Choosing from large assortments can be overwhelming, raising expectations and decreasing overall level of consumer satisfaction. Author contributes to existing overchoice studies by using real assortment of online stores to find influence of assortment size on customer satisfaction. 90 students participated in the main experiment, where they chose a smartphone case for their friend. Results of the study show that large assortment size leads to higher expectations, higher choice difficulty and higher level of satisfaction. This research does not show overchoice presence and author suggests future studies could focus more on assortment variety and more personal characteristics of consumers, like preference uncertainty. | pt_PT |
| dc.identifier.tid | 201473607 | |
| dc.identifier.uri | http://hdl.handle.net/10362/15682 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Assortment size | pt_PT |
| dc.subject | Satisfaction | pt_PT |
| dc.subject | Expectations | pt_PT |
| dc.subject | Overchoice | pt_PT |
| dc.subject | Choice overload | pt_PT |
| dc.title | Paradox of choice: The influence of assortment size on customer satisfaction | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |