The Influence of Scheduling Style on Assortment Size

Rai Dipankar, Lin Chien-Wei (Wilson) () and Ierlan Magdoleen T.
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Rai Dipankar: Le Moyne College, Syracuse, NY, United States of America
Lin Chien-Wei (Wilson): State University of New York at Oneonta, Oneonta, NY, United States of America
Ierlan Magdoleen T.: Le Moyne College, Syracuse, NY, United States of America

Management & Marketing, 2016, vol. 11, issue 4, 553-565

Abstract: People use two types of scheduling styles to schedule their daily activities, namely clock-time or event-time. When people use clock time, they organize tasks based on a clock. When they use event-time, they organize tasks based on their order of completion. This research shows that adopting different scheduling styles influence consumers’ assortment size preferences. We demonstrate, through two studies, that consumers using event-time scheduling style prefer a larger assortment size whereas consumers using clock-time scheduling style prefer a smaller assortment size. We also show that this effect is mediated by desirability-feasibility consideration. Specifically, event-time scheduling style leads consumers to focus on the desirability considerations, which leads them to prefer larger assortment size while shopping. On the other hand, clock-time scheduling style leads consumers to focus on the feasibility considerations, which leads them to prefer smaller assortment size while shopping. We also discuss the theoretical and managerial implications of our research.

Keywords: consumer behavior; scheduling style; event time; clock time; assortment size; desirability; feasibility (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:11:y:2016:i:4:p:553-565:n:1

DOI: 10.1515/mmcks-2016-0016

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