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Optionsvielfalt bietet Konsumenten die Chance, das fr sie passende Produkt zu finden. Jedoch werden unerfahrene Nachfrager zunehmend berfordert. Martin Krengel zeigt, wie die Kategorisierung von Sortimenten und Produktlinien dazu beitragen kann, Entscheidungskonflikte und berlastung zu senken und gleichzeitig die wahrgenommene Vielfalt und die Zufriedenheit der Kunden zu steigern.
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