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

Author

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  • Caroline Goukens
  • Siegfried Dewitte
  • Mario Pandelaere
  • Luk Warlop

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..

Suggested Citation

  • Caroline Goukens & Siegfried Dewitte & Mario Pandelaere & Luk Warlop, 2007. "Wanting a Bit(e) of Everything: Extending the Valuation Effect to Variety Seeking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 386-394, June.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:3:p:386-394
    DOI: 10.1086/518542
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    Cited by:

    1. Wagner, Tillmann & Rudolph, Thomas, 2010. "Towards a hierarchical theory of shopping motivation," Journal of Retailing and Consumer Services, Elsevier, vol. 17(5), pages 415-429.
    2. Legohérel, Patrick & Hsu, Cathy H.C. & Daucé, Bruno, 2015. "Variety-seeking: Using the CHAID segmentation approach in analyzing the international traveler market," Tourism Management, Elsevier, vol. 46(C), pages 359-366.
    3. Vakeel, Khadija Ali & Fudurić, Morana & Malthouse, Edward C., 2021. "Extending variety seeking to multi-sided platforms: Impact of new retailer listing," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    4. 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.

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