IDEAS home Printed from
MyIDEAS: Login to save this article or follow this journal

Is variety the spice of life? It all depends on the rate of consumption

  • Jeff Galak
  • Justin Kruger
  • George Loewenstein

Is variety of the spice of life? The present research suggests that the answer depends on the rate of consumption. In three experiments, we find that, whereas a variety of stimuli is preferred to repetition of even a better-liked single stimulus when consumption is continuous, this preference reverses when the satiation associated with repetition is reduced by slowing down the rate of consumption. Decision makers, however, seem to under-appreciate the influence of consumption rate on preference for (and satisfaction with) variety. At high rates of consumption, they correctly anticipate their own, high, desire for variety, but at low rates of consumption people tend to overestimate their own desire for variety. These results complicate the picture presented by prior research on the ``diversification bias'', suggesting that people overestimate their own desire for variety only when consumption is spaced out over time.

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL:
Download Restriction: no

File URL:
Download Restriction: no

Article provided by Society for Judgment and Decision Making in its journal Judgment and Decision Making.

Volume (Year): 6 (2011)
Issue (Month): 3 (April)
Pages: 230-238

in new window

Handle: RePEc:jdm:journl:v:6:y:2011:i:3:p:230-238
Contact details of provider:

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

as in new window
  1. Read, Daniel & Antonides, Gerrit & van den Ouden, Laura & Trienekens, Harry, 2001. "Which Is Better: Simultaneous or Sequential Choice?," Organizational Behavior and Human Decision Processes, Elsevier, vol. 84(1), pages 54-70, January.
Full references (including those not matched with items on IDEAS)

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:jdm:journl:v:6:y:2011:i:3:p:230-238. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Jonathan Baron)

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.