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The Impact of Private versus Public Consumption on Variety-Seeking Behavior

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  • Ratner, Rebecca K
  • Kahn, Barbara E
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    Abstract

    Three experiments demonstrate that people incorporate more variety into their consumption decisions when their behavior is subject to public scrutiny. Studies 1 and 2 indicate that consumers expect others to evaluate their decision more favorably if they choose variety and that this sometimes leads individuals to incorporate more variety into their public than private decisions. Results of study 2 confirm predictions that a relevant individual difference variable (self-monitoring) moderates the effects of expected evaluation on variety seeking. The final study demonstrates that pressure to choose variety in public is eliminated when a social cue signals the appropriateness of consuming one's favorites. Copyright 2002 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 29 (2002)
    Issue (Month): 2 (September)
    Pages: 246-57

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    Handle: RePEc:ucp:jconrs:v:29:y:2002:i:2:p:246-57

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Zhan, Lingjing & He, Yanqun, 2012. "Understanding luxury consumption in China: Consumer perceptions of best-known brands," Journal of Business Research, Elsevier, vol. 65(10), pages 1452-1460.
    2. Punj, Girish, 2011. "Impulse buying and variety seeking: Similarities and differences," Journal of Business Research, Elsevier, vol. 64(7), pages 745-748, July.
    3. Shukla, Paurav, 2011. "Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison," Journal of World Business, Elsevier, vol. 46(2), pages 242-252, April.
    4. Ferdinand M. Vieider, 2008. "Separating Real Incentives and Accountability," Tinbergen Institute Discussion Papers 08-055/1, Tinbergen Institute.
    5. Pescher, Christian & Spann, Martin, 2014. "Relevance of actors in bridging positions for product-related information diffusion," Journal of Business Research, Elsevier, vol. 67(8), pages 1630-1637.
    6. Song Yoon & Kwanho Suk & Seon Lee & Eun Park, 2011. "To seek variety or uniformity: The role of culture in consumers’ choice in a group setting," Marketing Letters, Springer, vol. 22(1), pages 49-64, March.
    7. Puccinelli, Nancy M. & Deshpande, Rohit & Isen, Alice M., 2007. "Should I stay or should I go? Mood congruity, self-monitoring and retail context preference," Journal of Business Research, Elsevier, vol. 60(6), pages 640-648, June.
    8. Herrmann, Andreas & Rossberg, Nadja & Huber, Frank & Landwehr, Jan R. & Henkel, Sven, 2011. "The impact of mimicry on sales - Evidence from field and lab experiments," Journal of Economic Psychology, Elsevier, vol. 32(3), pages 502-514, June.
    9. Wu, Pei-Hsun & Kao, Danny Tengti, 2011. "Goal orientation and variety seeking behavior: The role of decision task," Journal of Economic Psychology, Elsevier, vol. 32(1), pages 65-72, February.
    10. Sharma, Piyush & Sivakumaran, Bharadhwaj & Marshall, Roger, 2010. "Impulse buying and variety seeking: A trait-correlates perspective," Journal of Business Research, Elsevier, vol. 63(3), pages 276-283, March.
    11. Bahtışen Kavak & Eda Gürel & Canan Eryiğit & Öznur Tektaş, 2009. "Examining the Effects of Moral Development Level, Self-Concept, and Self-Monitoring on Consumers’ Ethical Attitudes," Journal of Business Ethics, Springer, vol. 88(1), pages 115-135, August.

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