ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 The Role of Abundance Salience in Consumers’ Assortment Preference Yangjie Gu, HEC Paris, France Yuechen Wu, University of Maryland, USA Four studies demonstrate that making an abundant product inventory salient to consumers, or more in general, putting consumers in an abundant mindset, increases a relative preference for smaller assortments. This is because abundance salience satisfies consumers’ feelings of control and substitutes for the sense of control provided by larger assortments. [to cite]: Yangjie Gu and Yuechen Wu (2017) ,"The Role of Abundance Salience in Consumers’ Assortment Preference", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 101-106. [url]: http://www.acrwebsite.org/volumes/1024758/volumes/v45/NA-45 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.