Less Is More: Variety As a Preference Strength Signal

We show that people choose variety strategically, to signal the strength of their preferences. When self-presentation cues are present, people choose less variety among socially-desirable options, thereby signaling strong, identity-related preferences for the selected options, and more variety among socially-undesirable options, thereby signaling weak, identity-unrelated preferences for such options.


Aner Sela and Michal Maimaran (2012) ,"Less Is More: Variety As a Preference Strength Signal", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 223-227.


Aner Sela, University of Florida, USA
Michal Maimaran, Northwestern University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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