Variety and the Spice of Life: the Effect of Spicy Gustatory Experiences on Variety-Seeking

We test if gustatory sensations of spiciness lead to increased variety-seeking. Adding to emerging findings on embodied cognition, we show that eating more (vs. less) spicy chips results in greater variety-seeking when choosing among highlighters (study 1) or chocolates (study 2), when an alternative opportunity to demonstrate variety is absent.



Citation:

Sayantani Mukherjee, Thomas Kramer, and Katina Kulow (2012) ,"Variety and the Spice of Life: the Effect of Spicy Gustatory Experiences on Variety-Seeking ", 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.

Authors

Sayantani Mukherjee, California State University Long Beach, USA
Thomas Kramer, University of South Carolina, USA
Katina Kulow, University of South Carolina, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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