In Pursuit of Uniformity: How the Distribution of Possession Sets Influences Consumer Choices

Abstract

When consumers own sets of functionally similar products that vary on secondary attributes (e.g., pens in different colors, wine in different varieties), the distribution of these possessions, whether uniform (e.g., two blue, two red, and two black pens) or non-uniform (e.g., two blue, one red, and three black pens), can systematically influence subsequent decisions. While uniform distributions lead to choices aligned with preferences and usage patterns, non-uniform distributions trigger a tendency to increase uniformity. This tendency induces consumers to acquire more of the underrepresented items in the set and to remove overrepresented ones, even when these actions contradict their preferences or consumption rates. This occurs because non-uniform distributions establish reference points (typically the modal or mean numerosity) against which consumers evaluate their possessions. Items below this reference point feel “insufficient,” prompting acquisition; items above feel “excessive,” prompting removal (through consumption or disposal). These distribution-driven decisions persist regardless of absolute quantities owned, and they extend to novel items not present in the original set, revealing how distributional considerations influence consumer behavior beyond utility maximization principles.

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