Negative Not Positive Emotion Increases Variety-Seeking Among Indecisive Consumers

Hyewook Jeong, UCLA, USA
Aimee Drolet, UCLA, USA
Past research finds an increasing effect of positive emotion on variety-seeking behavior. We find that this effect does not hold for indecisive consumers who variety-seek more under conditions of negative emotion. The findings of this research imply that current views on when and why consumers seek variety should be revised.
[ to cite ]:
Hyewook Jeong and Aimee Drolet (2011) ,"Negative Not Positive Emotion Increases Variety-Seeking Among Indecisive Consumers", 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: 236-237.