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Concern for others' perceptions of fairness reduces variety-seeking behavior when choosing for multiple others

Author

Listed:
  • Zhao, Lei
  • Wang, Yuhang
  • Peng, Yuqi
  • Wang, Yujie
  • Hu, Fengpei

Abstract

Consumers often make decisions for multiple others, yet how such choices influence consumer behavior remains underexplored. This article investigates the effect of choices for multiple others on variety-seeking behavior. Through 4 studies (9 experiments), we demonstrate that—contrary to prior findings that choosing for others increases variety-seeking—choosing for multiple others reduces variety-seeking (Studies 1–4). This effect is driven by givers' concern for others' perceptions of fairness (Studies 2–4). In Study 4, we further show that this reduced variety-seeking effect may be counterproductive, as we found a giver-recipient asymmetry. Givers overestimate the recipients' concern about unfairness and consequently choose more homogeneous products than the recipients actually prefer. Finally, we discuss the theoretical and practical implications of these findings and suggest avenues for future research.

Suggested Citation

  • Zhao, Lei & Wang, Yuhang & Peng, Yuqi & Wang, Yujie & Hu, Fengpei, 2026. "Concern for others' perceptions of fairness reduces variety-seeking behavior when choosing for multiple others," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
    • Handle: RePEc:eee:joreco:v:89:y:2026:i:pa:s0969698925003637
    DOI: 10.1016/j.jretconser.2025.104584
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    References listed on IDEAS

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