Will Power Lead to Variety Seeking in Sexually Related Consumer Choices?
Whereas powerful people might expect access to various mates, powerless people might seek variety in sex-relevant consumer choices as compensatory efforts. We found that feeling powerless increased variety-seeking in sex-relevant choices such as magazines with attractive models (Study1), desserts for dating partners (Study2), and gifts for the significant other(Study3).
Duo Jiang and Sharon Shavitt (2012) ,"Will Power Lead to Variety Seeking in Sexually Related Consumer Choices?", 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: 1005-1006.
Duo Jiang, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA
NA - Advances in Consumer Research Volume 40 | 2012
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