The paper entitled ‘The impact of a Complement-based Assortment Organization on Purchases’ examines whether and why organising product categories according to the consumption goal they serve (ie, complement-based assortment organisation) may increase purchases compared with organising product categories according to their attributes or physical characteristics (ie, substitute-based assortment organisation). Across two field experiments, a virtual reality experiment, and a lab experiment, the authors showed that a complement-based assortment organisation, compared with a substitute-based assortment organisation, leads to increased numbers of purchases and increased expenditures.
Dr Theotokis commented: “This award from the Academy of Marketing Science conference shows recognition of a research that combines theoretical contribution with managerial relevance and this is highly encouraging for our future research. It is a great honour for all of us who have worked on this research project. For our paper to be selected as the best paper, among more than 350 presented, is a huge honour at this prestigious academic conference.”