When Variety Isn’T Life’S Spice: the Impact of Implicit Self-Theories and Preference Forecasting on Anticipated Consumption Variety

Joshua J. Clarkson, University of Cincinnati, USA
Joshua T. Beck, University of Oregon, USA
Mary C. Murphy, Indiana University, USA
Seven experiments document the importance of implicit self-theories in providing novel insight into both when and why consumers desire less (rather than more) variety in their future experiences and gain greater satisfaction in the desire for less (rather than more) variety in future experiences.
[ to cite ]:
Joshua J. Clarkson, Joshua T. Beck, and Mary C. Murphy (2017) ,"When Variety Isn’T Life’S Spice: the Impact of Implicit Self-Theories and Preference Forecasting on Anticipated Consumption Variety", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 74-78.