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Goal orientation and variety seeking behavior: The role of decision task

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  • Wu, Pei-Hsun
  • Kao, Danny Tengti
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    Abstract

    This research conducted two experiments to examine the interaction effect of decision task (sequential choices vs. simultaneous choices) and goal orientation (prevention focus vs. promotion focus) on variety-seeking behavior. In the sequential choices for sequential consumption condition (consumers buy one item at a time for each consumption occasion), promotion-focused consumers tend to select a greater variety of items (a higher extent of variety-seeking) than prevention-focused consumers. In contrast, in the simultaneous choices for sequential consumption condition (consumers buy several items at a time for each following consumption occasion), prevention-focused consumers tend to select a greater variety of items (a higher extent of variety-seeking) than promotion-focused consumers.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Economic Psychology.

    Volume (Year): 32 (2011)
    Issue (Month): 1 (February)
    Pages: 65-72

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    Handle: RePEc:eee:joepsy:v:32:y:2011:i:1:p:65-72

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    Web page: http://www.elsevier.com/locate/joep

    Related research

    Keywords: Variety seeking Decision task Promotion focus Prevention focus;

    References

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    1. Simonson, Itamar & Winer, Russell S, 1992. " The Influence of Purchase Quantity and Display Format on Consumer Preference for Variety," Journal of Consumer Research, University of Chicago Press, vol. 19(1), pages 133-38, June.
    2. Ratner, Rebecca K & Kahn, Barbara E & Kahneman, Daniel, 1999. " Choosing Less-Preferred Experiences for the Sake of Variety," Journal of Consumer Research, University of Chicago Press, vol. 26(1), pages 1-15, June.
    3. Mehdi Mourali & Ulf Bckenholt & Michel Laroche, 2007. "Compromise and Attraction Effects under Prevention and Promotion Motivations," Journal of Consumer Research, University of Chicago Press, vol. 34(2), pages 234-247, 06.
    4. Pessemier, Edgar A, 1978. "Stochastic Properties of Changing Preferences," American Economic Review, American Economic Association, vol. 68(2), pages 380-85, May.
    5. Menon, Satya & Kahn, Barbara E, 1995. " The Impact of Context on Variety Seeking in Product Choices," Journal of Consumer Research, University of Chicago Press, vol. 22(3), pages 285-95, December.
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    7. Ratner, Rebecca K & Kahn, Barbara E, 2002. " The Impact of Private versus Public Consumption on Variety-Seeking Behavior," Journal of Consumer Research, University of Chicago Press, vol. 29(2), pages 246-57, September.
    8. Shailendra Pratap Jain & Charles Lindsey & Nidhi Agrawal & Durairaj Maheswaran, 2007. "For Better or For Worse? Valenced Comparative Frames and Regulatory Focus," Journal of Consumer Research, University of Chicago Press, vol. 34(1), pages 57-65, 04.
    9. Amos Tversky & Daniel Kahneman, 1979. "Prospect Theory: An Analysis of Decision under Risk," Levine's Working Paper Archive 7656, David K. Levine.
    10. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. " Constructive Consumer Choice Processes," Journal of Consumer Research, University of Chicago Press, vol. 25(3), pages 187-217, December.
    11. McAlister, Leigh, 1982. " A Dynamic Attribute Satiation Model of Variety-Seeking Behavior," Journal of Consumer Research, University of Chicago Press, vol. 9(2), pages 141-50, September.
    12. Ariely, Dan & Levav, Jonathan, 2000. " Sequential Choice in Group Settings: Taking the Road Less Traveled and Less Enjoyed," Journal of Consumer Research, University of Chicago Press, vol. 27(3), pages 279-90, December.
    13. Ledyard Tucker & Charles Lewis, 1973. "A reliability coefficient for maximum likelihood factor analysis," Psychometrika, Springer, vol. 38(1), pages 1-10, March.
    14. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1992. " The Role of Optimum Stimulation Level in Exploratory Consumer Behavior," Journal of Consumer Research, University of Chicago Press, vol. 19(3), pages 434-48, December.
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