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Product assortment is one of the most important determinants of store performance. Past studies have shown that a reduction in the number of items can alter sales. This paper examines the impact of assortment changes on the formation of the consumer consideration set when an item is delisted as well as when a new item is introduced. We employed a choice model that incorporates the consideration effect based on the theory of search and applied this model to scanner data in the toothpastedoi:10.7903/cmr.11020 fatcat:6nf4wtepd5eqpmmfu27gp6rd7q