New research explores how categories and environment create satisfied and well-informed consumers
Thursday, January 21, 2010 - 15:49
in Mathematics & Economics
Expert consumers like to be surprised by unusual product presentation, while novices crave familiarity, so claims a new Pitt/USC study titled "Smart Subcategories: How Assortment Formats Influence Consumer Learning and Satisfaction," to be published in the June issue of Journal of Consumer Research.