Less Is More: Variety As a Preference Strength Signal

Aner Sela, University of Florida, USA
Michal Maimaran, Northwestern University, USA
We show that people choose variety strategically, to signal the strength of their preferences. When self-presentation cues are present, people choose less variety among socially-desirable options, thereby signaling strong, identity-related preferences for the selected options, and more variety among socially-undesirable options, thereby signaling weak, identity-unrelated preferences for such options.
[ to cite ]:
Aner Sela and Michal Maimaran (2012) ,"Less Is More: Variety As a Preference Strength Signal", 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: 223-227.