Choosing Less-Preferred Experiences for the Sake of Variety

Rebecca K Ratner, Barbara E Kahn and Daniel Kahneman

Journal of Consumer Research, 1999, vol. 26, issue 1, 1-15

Abstract: Data 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.

Date: 1999
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