Variety Promotes Flexibility: the Effect of Exposure to High Variety on New Product Evaluations

Zixi Jiang, University of New South Wales, Australia
Jing Xu, Peking University, China
Ravi Dhar, Yale University, USA
This research examines the subtle effect of exposure to high variety on consumer evaluations of unrelated new products. Five studies demonstrate that the exposure to high variety induces cognitive flexibility, which in turn leads to more favorable evaluations for new products.
[ to cite ]:
Zixi Jiang, Jing Xu, and Ravi Dhar (2013) ,"Variety Promotes Flexibility: the Effect of Exposure to High Variety on New Product Evaluations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.