Wanting a Bit(E) of Everything. the Role of Hunger in Variety Seeking

Caroline Goukens, Katholieke Universiteit Leuven
Siegfried Dewitte, Katholieke Universiteit Leuven
Mario Pandelaere,Luk Warlop, Katholieke Universiteit Leuven,Katholieke Universiteit Leuven
Mario Pandelaere,Luk Warlop, Katholieke Universiteit Leuven,Katholieke Universiteit Leuven

Wanting a Bit(e) of Everything. The Role of Appetitive Desire in Variety Seeking.

CAROLINE GOUKENS, K.U.Leuven

SIEGFRIED DEWITTE, K.U.Leuven

MARIO PANDELAERE, K.U.Leuven

LUK WARLOP, K.U.Leuven

 

abstract

Two experiments and one field study investigate the importance of appetitive desire when making multiple consumption choices at once. In the first two studies, we show that an increase in the attractiveness of the object of desire, namely food, enhances variety seeking in the object of desire. Our results also provide theoretical insights on the effect of desire on choice rules. In a last study, we replicate these findings in a real-life setting and generalize them to other types of desire. The findings are situated in prior work on variety seeking and integrated into a discussion on the theoretical implications.
[ to cite ]:
Caroline Goukens, Siegfried Dewitte, Mario Pandelaere,Luk Warlop, and Mario Pandelaere,Luk Warlop (2006) ,"Wanting a Bit(E) of Everything. the Role of Hunger in Variety Seeking", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 448-449.