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

  • Wu, Pei-Hsun
  • Kao, Danny Tengti
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    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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    File URL: http://www.sciencedirect.com/science/article/B6V8H-51J9DDS-2/2/a27557bcb83d0260bec0a39f0ea2a3d7
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    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
    Contact details of provider: Web page: http://www.elsevier.com/locate/joep

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    7. 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.
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    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. Kahneman, Daniel & Tversky, Amos, 1979. "Prospect Theory: An Analysis of Decision under Risk," Econometrica, Econometric Society, vol. 47(2), pages 263-91, March.
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