Whether it’s a gift for the holidays or a present to yourself, every purchase is the result of myriad choices on the part of the shopper — what color, which size, how big or how fast. While these are often conscious decisions, there are also numerous external factors at play every time you visit the mall or log on to Amazon. In a recent paper, Wharton marketing professor Barbara Kahn examines the impact of one of those potential influencers: Display design and how it affects our perceptions of variety.
