Choosing Less-Preferred Experiences for the Sake of Variety
AbstractData from several experiments show that, contrary to traditional models of variety seeking, individuals choose to switch to less-preferred options even though they enjoy those items less than they would have enjoyed repeating a more-preferred option. Two explanations for this finding are tested. Results indicate no evidence of a benefit to more-preferred options due to the contrast to less-preferred alternatives. However, the results of three studies suggest that retrospective global evaluations favor varied sequences that also include less-preferred items as opposed to sequences that only include more-preferred items, even though these more varied sequences result in diminished enjoyment during consumption. Copyright 1999 by the University of Chicago.
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Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 26 (1999)
Issue (Month): 1 (June)
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