Wanting a Bit(e) of Everything: Extending the Valuation Effect to Variety Seeking

Caroline Goukens, Siegfried Dewitte, Mario Pandelaere and Luk Warlop

Journal of Consumer Research, 2007, vol. 34, issue 3, 386-394

Abstract: Markman and Brendl have demonstrated that individuals tend to regard as more valuable those objects that are able to satisfy an active desire. Building on their framework, we predicted that desire would enlarge the consideration set and, hence, affect variety-seeking tendencies in a product category. Our first study shows that hunger and visual food cues enhance variety seeking in food items. Further, by means of mediation analyses and a suppression manipulation (exposing participants to stale foods), we are able to show that this increase in variety-seeking results from an increased attractiveness in the food items. Our second study, where we generalize these findings by applying them to nonphysiological goals, produces evidence that the effect-the increase in variety seeking-is domain specific. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2007
References: Add references at CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://dx.doi.org/10.1086/518542 link to full text (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:34:y:2007:i:3:p:386-394

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().