%0 Journal Article
%T The Impact of a Complement
%A Anne L. Roggeveen
%A Aristeidis Theotokis
%A Katerina Pramatari
%A Panagiotis Sarantopoulos
%J Journal of Marketing Research
%@ 1547-7193
%D 2019
%R 10.1177/0022243718823698
%X This article examines whether and why organizing product categories according to the consumption goal they serve (i.e., complement-based assortment organization) may increase purchases compared with organizing product categories according to their attributes or physical characteristics (i.e., substitute-based assortment organization). Across two field experiments, a virtual reality experiment, and a lab experiment, the authors show that a complement-based assortment organization, compared with a substitute-based assortment organization, leads to increased numbers of purchases and increased expenditures. Ease of visualization of the consumption process mediates the results. The impact of the complement-based organization on purchases is more pronounced for less involved consumers and for consumers with a less specific shopping goal. These findings have both theoretical and practical implications
%K assortment organization
%K complementarity
%K purchase behavior
%K retailing
%U https://journals.sagepub.com/doi/full/10.1177/0022243718823698