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Context Matters.

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(1)

Context Matters.

Effects of Assortment Variety on

Purchasing Behaviour and Clicking

Patterns

(2)

Content

1. Introduction (Example) 2. Purchasing Behaviour 3. Clicking Patterns

(3)

Introduction

Hotel 1 Hotel 2 Hotel 3 Hotel 4

(4)

× 374.780

{

(5)

- Choice Conflict (−)

- Choice Overload (−)

- Choice Set Variety

- Dhar (+) - Meyer (−)

Purchasing Probability

Hypothesis

(6)

Purchasing Probability

Results

Overall Variety

Price Variety

Review Score Variety

Star Rating Variety

Location Score Variety

(7)
(8)
(9)
(10)

- Clicking Patterns Modelling - Valuable States

- Changes Between States - Which Situations

- Marketing Actions - Complexity Trade-off

Clicking Patterns

(11)

- Context Matters

- Variety Effects (Attributes) - Purchasing Behaviour

- Relevancy - Clicking Patterns

- Inclusion Variety in Rankings - Firm / Customer

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