Variety For Nothing

Mauricio Mittelman, Universidad Torcuato Di Tella, Argentina & COPPEAD Graduate School of Business, Brazil
Amitava Chattopadhyay, INSEAD, Singapore
C. Miguel Brendl, Northwestern University, USA
We propose that when choosing multiple items from a product category, people seek variety in the choice process apart from seeking variety in the choice outcome. People need no reason to choose a set of varied items; we report data suggesting that making different choices is intrinsically satisfying.
[ to cite ]:
Mauricio Mittelman, Amitava Chattopadhyay, and C. Miguel Brendl (2011) ,"Variety For Nothing", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.