Drawing on psychological reactance theory, this study examines consumers’ reactions to grocery categories’ variety reductions. Results show negative main effects on post-reduction satisfaction with variety and store patronage intentions, which are moderated by grocery category nature and by consumers’ intrinsic need for variety and attitude toward private label brands.

• Paraskevas C. Argouslidis(Athens University of Economics & Business, Greece)
• Dionysios Skarmeas(Athens University of Economics & Business, Greece)
• Antonios Kühn(Athens University of Economics & Business, Greece)
• Alexis Mavrommatis(EADA Business School, Spain)