We investigated the cognitive effects of assortment structures on consumer purchases based on CSR information. This research work studies the effects of two prevalent assortment structures that are based on benefits, that provide consumers with easily obtainable CSR information, and that increase their purchases. The result confirms the perceived similarity between a target product and a product’s CSR image projected in the media. Clarifying this causal relationship, a benefit-based assortment structure is shown to have a significant effect on the global mindset of consumers, who probably find a similarity between the stimulus and CSR. In contrast, an attribute-based assortment structure can stimulate the local mindset of consumers, who perhaps find more differences between the stimulus and CSR. These findings show the impact of assortment structures on consumer choice and propose the use of strategic assortment structure to enhance brand evaluation.