Negative Not Positive Emotion Increases Variety-Seeking Among Indecisive Consumers

Past research finds an increasing effect of positive emotion on variety-seeking behavior. We find that this effect does not hold for indecisive consumers who variety-seek more under conditions of negative emotion. The findings of this research imply that current views on when and why consumers seek variety should be revised.


Hyewook Jeong and Aimee Drolet (2011) ,"Negative Not Positive Emotion Increases Variety-Seeking Among Indecisive Consumers", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 236-237.


Hyewook Jeong, UCLA, USA
Aimee Drolet, UCLA, USA


NA - Advances in Consumer Research Volume 39 | 2011

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