Why Did You Take the Road That Leads to Many Different Cities? Cultural Differences in Variety-Seeking

Kyeong Sam Min, University of New Orleans, USA
Jae Min Jung, California State Polytechnic University, Pomona, USA
Drew Martin, University of Hawaii, Hilo, USA
Why do some tourists (e.g., East Asians) like to travel to a variety of new destination cities whereas others (e.g., Westerners) prefer to stay only in their favorite destinations? We examine how individuals’ self-construal influences their variety-seeking in a product bundling decision.
[ to cite ]:
Kyeong Sam Min, Jae Min Jung, and Drew Martin (2015) ,"Why Did You Take the Road That Leads to Many Different Cities? Cultural Differences in Variety-Seeking", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 798-798.