Context Matters.
Effects of Assortment Variety on
Purchasing Behaviour and Clicking
Patterns
Content
1. Introduction (Example) 2. Purchasing Behaviour 3. Clicking Patterns
Introduction
Hotel 1 Hotel 2 Hotel 3 Hotel 4
× 374.780
{
- Choice Conflict (−)
- Choice Overload (−)
- Choice Set Variety
- Dhar (+) - Meyer (−)
Purchasing Probability
Hypothesis −Purchasing Probability
Results
Overall Variety
Price Variety
Review Score Variety
Star Rating Variety
Location Score Variety
- Clicking Patterns Modelling - Valuable States
- Changes Between States - Which Situations
- Marketing Actions - Complexity Trade-off
Clicking Patterns
- Context Matters
- Variety Effects (Attributes) - Purchasing Behaviour
- Relevancy - Clicking Patterns
- Inclusion Variety in Rankings - Firm / Customer