Variety and the Spice of Life: the Effect of Spicy Gustatory Experiences on Variety-Seeking

Sayantani Mukherjee, California State University Long Beach, USA
Thomas Kramer, University of South Carolina, USA
Katina Kulow, University of South Carolina, USA
We test if gustatory sensations of spiciness lead to increased variety-seeking. Adding to emerging findings on embodied cognition, we show that eating more (vs. less) spicy chips results in greater variety-seeking when choosing among highlighters (study 1) or chocolates (study 2), when an alternative opportunity to demonstrate variety is absent.
[ to cite ]:
Sayantani Mukherjee, Thomas Kramer, and Katina Kulow (2012) ,"Variety and the Spice of Life: the Effect of Spicy Gustatory Experiences on Variety-Seeking ", 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.