Findings – It was revealed that distinct decision processes (deliberative, intuitive based on expertise and intuitive based on heuristics) affect the link betweenassortmentperceptionsandconsumers’assortmentevaluations.Consumers’evaluationsindeliberative-andheuristic-basedintuitivesystemsrely more on perceptions of organization than of variety; whereas intuitive judgments based on expertise depend almost equally on both perceptions.