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Variety-Seeking Tendency in Choice for Others: Interpersonal and Intrapersonal Causes

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  • Jinhee Choi
  • B. Kyu Kim
  • Incheol Choi
  • Youjae Yi

Abstract

Ratner and Kahn demonstrated that individuals believed that others would seek more variety than they themselves would seek. Building on this finding, we expected the variety-seeking tendency to be greater when people made choices for others, and we examined the mechanisms of this phenomenon. Study 1 explored an interpersonal mechanism and demonstrated that variety seeking for others became stronger when individuals were held accountable for their choices. Studies 2 and 3 explored an intrapersonal mechanism and showed that because of "focusing," people expected satiation with repeated consumption to occur more quickly for others than for self. Implications and future research are discussed. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Jinhee Choi & B. Kyu Kim & Incheol Choi & Youjae Yi, 2006. "Variety-Seeking Tendency in Choice for Others: Interpersonal and Intrapersonal Causes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(4), pages 590-595, March.
    • Handle: RePEc:oup:jconrs:v:32:y:2006:i:4:p:590-595
    DOI: 10.1086/500490
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    Citations

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    Cited by:

    1. Julian Givi & Yumei Mu, 2023. "The Oversensitivity in Gift-Giving Phenomenon," Marketing Letters, Springer, vol. 34(4), pages 619-631, December.
    2. Polman, Evan, 2012. "Self–other decision making and loss aversion," Organizational Behavior and Human Decision Processes, Elsevier, vol. 119(2), pages 141-150.
    3. Oliver Fabel & Christian Hopp & Alexander Speil, 2020. "Advice‐seeking and advice‐utilization for hiring decisions: An investigation of a partially outsourced recruitment process for rank‐and‐file managers," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 41(5), pages 784-799, July.
    4. Kim, Jungkeun, 2020. "Impact of the perceived threat of COVID-19 on variety-seeking," Australasian marketing journal, Elsevier, vol. 28(3), pages 108-116.
    5. Martenson, Rita, 2018. "Curiosity motivated vacation destination choice in a reward and variety-seeking perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 70-78.
    6. Bose, Arundhati Sarkar & Sarkar, Sumit, 2022. "Delight or disappointment? A model of signal-based other-pleasing choice," Journal of choice modelling, Elsevier, vol. 42(C).
    7. Wang, Wangshuai & Raghunathan, Rajagopal & Gauri, Dinesh K., 2022. "Powerlessness, variety-seeking, and the mediating role of need for autonomy," Journal of Retailing, Elsevier, vol. 98(4), pages 706-723.
    8. Schumacher, Anika & Goukens, Caroline & Geyskens, Kelly, 2021. "Taking care of you and me: How choosing for others impacts self-indulgence within family caregiving relationships," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 715-731.
    9. Ximena Garcia-Rada & Lalin Anik & Dan Ariely, 2019. "Consuming together (versus separately) makes the heart grow fonder," Marketing Letters, Springer, vol. 30(1), pages 27-43, March.
    10. Eraslan, Veysel & Omole, John & Sensoy, Ahmet & Ozdamar, Melisa, 2022. "Other people's money: A comparison of institutional investors," Emerging Markets Review, Elsevier, vol. 53(C).
    11. Liu, Yi & Polman, Evan & Liu, Yongfang & Jiao, Jiangli, 2018. "Choosing for others and its relation to information search," Organizational Behavior and Human Decision Processes, Elsevier, vol. 147(C), pages 65-75.
    12. Huang, Zhongqiang (Tak) & Kwong, Jessica Y.Y., 2016. "Illusion of variety: Lower readability enhances perceived variety," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 674-687.
    13. Givi, Julian, 2020. "(Not) giving the same old song and dance: Givers’ misguided concerns about thoughtfulness and boringness keep them from repeating gifts," Journal of Business Research, Elsevier, vol. 117(C), pages 87-98.
    14. Sharma, Piyush & Sivakumaran, Bharadhwaj & Marshall, Roger, 2010. "Impulse buying and variety seeking: A trait-correlates perspective," Journal of Business Research, Elsevier, vol. 63(3), pages 276-283, March.

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