The Variety Paradox: Variety Sounds Good, But It Ruins Your Diet

Anne Klesse, University of Maastricht, The Netherlands
Caroline Goukens, Maastricht University, The Netherlands
Kelly Geyskens, Maastricht University, The Netherlands
Klaus Wertenbroch, INSEAD, France
Ko de Ruyter, University of Maastricht, The Netherlands
Consumers that restrain their eating behavior prefer variety and believe that integrating variety into their consumption helps them achieve their dieting goal. We debunk this belief: integrating variety in our choice makes us less accurate in predicting how much we ate and results in choosing high-calorie rather than low-calorie items.
[ to cite ]:
Anne Klesse, Caroline Goukens, Kelly Geyskens, Klaus Wertenbroch, and Ko de Ruyter (2011) ,"The Variety Paradox: Variety Sounds Good, But It Ruins Your Diet", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 103-104.