The Impact of Pain of Payment on Variety Seeking Behavior

Liang Huang, University of Arizona, USA
Rafay Siddiqui, Hong Kong Polytechic University, Hong Kong
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
People often have to decide whether to acquire similar or different products within a product category. We introduce a novel predictor of variety seeking, type of payment, and show that types of payments that lower pain of payment increase variety seeking by increasing the overall attractiveness of the choice set.
[ to cite ]:
Liang Huang, Rafay Siddiqui, and Anastasiya Pocheptsova Ghosh (2017) ,"The Impact of Pain of Payment on Variety Seeking Behavior", 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.