Conference proceeding
Variety Counts: How Variety Is Perceived in the Presence of Self-Regulatory Goals
Advances in Consumer Research, Vol.45
01 Jan 2017
Abstract
We propose that when people are primed with a self-regulatory goal, less (more) variety in goal-inconsistent (goal-consistent) acts results in less anticipated-guilt (more anticipated-reward). We show that, because goal-primed individuals perceive a greater variety of indulgent items to be greater in quantity, they avoid variety in order to minimize anticipated-guilt.
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Details
- Title
- Variety Counts: How Variety Is Perceived in the Presence of Self-Regulatory Goals
- Creators
- Hoori RafieianYanliu HuangBarbara Kahn
- Publication Details
- Advances in Consumer Research, Vol.45
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Marketing
- Identifiers
- 991020545226204721