Having a larger assortment to choose from increases consumers’ expectations about matching
their preferences. The heightened expectations seem logical, since assortments containing more
or more varied items should increase the degree to which preferences can be matched. In
practice, however, as assortment size increases, the degree to which consumers realize better
preference matches often rises relatively little. Larger assortments may not actually offer more
variety, the market may simply not supply an envisioned offering, or in the absence of sophisticated
search tools, consumers may miss a better preference match even if it is available. Therefore,
larger assortments can increase the likelihood that expectations will not be met, leaving
consumers less satisfied with options chosen from larger rather than smaller assortments.
2. Which of the following best describes the function of the first sentence in the author’s argument
as a whole?
A. It states a premise on which the author’s conclusion is based
B. It provides information to support the inference made in the following sentence
C. It introduces a concept that the author proves is illogical
D. It summarizes a position that the author proceeds to dispute
E. It presents the phenomenon the argument is intended to explain