Do Weight Watchers Want More Options? How Activating Self-Regulatory Concerns Triggers the Need For Variety

Anne Klesse, Tilburg University, The Netherlands
Caroline Goukens, Maastricht University, The Netherlands
Kelly Geyskens, Maastricht University, The Netherlands
Ko de Ruyter, Maastricht University, The Netherlands
We establish a relationship between self-regulatory concerns and variety seeking. First, we highlight that dieters seek more variety than non-dieters. Second, we demonstrate that activating self-regulatory concerns fosters this increased need for variety.
[ to cite ]:
Anne Klesse, Caroline Goukens, Kelly Geyskens, and Ko de Ruyter (2013) ,"Do Weight Watchers Want More Options? How Activating Self-Regulatory Concerns Triggers the Need For Variety", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.