Journal article
The Effect of Pursuing Self-Regulatory Goals on Variety Seeking
The Journal of consumer research, v 50(6), pp 1157-1171
Apr 2024
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Pursuing a self-regulatory goal, such as weight-loss, motivates consumers to forego pleasure-seeking, typically by selecting virtue over vice. We propose that in the absence of virtuous options, consumers with a self-regulatory goal will instead choose less variety in choice sets of exclusively vice options because the extra pleasure that variety affords seems incompatible with the goal. We find converging evidence for the decrease in variety-seeking in vice categories across five studies (and three supplementary studies in the Web Appendix, N = 6,066), using both scenario-based and actual consumption contexts. We also demonstrate the underlying process: consumers are motivated to curtail pleasure-seeking when pursuing a weight-loss goal and that leads them to choose less variety in vice categories when there is no virtue alternative available.
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Details
- Title
- The Effect of Pursuing Self-Regulatory Goals on Variety Seeking
- Creators
- Hoori Rafieian (Corresponding Author) - Fordham UniversityYanliu Huang - Drexel UniversityBarbara E Kahn - University of Pennsylvania
- Publication Details
- The Journal of consumer research, v 50(6), pp 1157-1171
- Publisher
- Oxford University Press
- Number of pages
- 15
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:001032462900001
- Scopus ID
- 2-s2.0-85188013418
- Other Identifier
- 991020660407804721
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business