When, for whom and why expanding single-option offerings creates value: locomotion fit from choice between options

Purpose Emerging direct-to-consumer brands offer a single option to consumers before expanding their assortment as the business grows. This provides a counterexample to commonly held beliefs concerning consumers’ aversion to single options. The purpose of this paper is to study when, for whom and why offering two product options (vs a single option) is valued by consumers. Design/methodology/approach Across six experiments, this research...