Illusion of Variety: the Effect of Metacognitive Difficulty on Variety Judgment

Zhongqiang (Tak) Huang, Chinese University of Hong Kong, China
Jessica, Y.Y. Kwong, Chinese University of Hong Kong, China
In this research, the authors study variety judgment from a metacognitive perspective. Based on prior research on variety judgment, choice difficulty and metacognitive experience, the authors predict that higher variety judgment in an assortment can result from metacognitive difficulty. An experiment provides initial evidence for this prediction.
[ to cite ]:
Zhongqiang (Tak) Huang and Jessica, Y.Y. Kwong (2012) ,"Illusion of Variety: the Effect of Metacognitive Difficulty on Variety Judgment", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1138-1138.