Wharton marketing professor Barbara Kahn calls them candy jungles – bulk confection stores whose walls are lined with bins full of different assortments of brightly-colored candy. Intrigued by these displays and by the somewhat frenzied response consumers have to them, she wondered if people buy more when they see what looks like unlimited variety. Does creating a visual perception of activity and an abundance of choices ultimately increase consumption? She and a colleague answer this question in a paper titled, “The Influence of Assortment Structure on Perceived Variety and Consumption Quantities.”
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