Preferring the Same, But Consuming Differently: Vicarious Satiation and Variety-Seeking in Groups

Yanping Tu, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
We show that the variety of products group members choose to consume is larger than the variety of products they identify as their preferred ones. This occurs because others’ consumption-oriented choices (but not stated preferences) can vicariously satiate one’s own desire, leading to greater variety in consumption than in preference.
[ to cite ]:
Yanping Tu and Ayelet Fishbach (2012) ,"Preferring the Same, But Consuming Differently: Vicarious Satiation and Variety-Seeking in Groups", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 223-227.