Will Power Lead to Variety Seeking in Sexually Related Consumer Choices?

Duo Jiang, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA
Whereas powerful people might expect access to various mates, powerless people might seek variety in sex-relevant consumer choices as compensatory efforts. We found that feeling powerless increased variety-seeking in sex-relevant choices such as magazines with attractive models (Study1), desserts for dating partners (Study2), and gifts for the significant other(Study3).
[ to cite ]:
Duo Jiang and Sharon Shavitt (2012) ,"Will Power Lead to Variety Seeking in Sexually Related Consumer Choices?", 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: 1005-1006.