Dubious Means: Why Fast Thinking Increases Variety-Seeking During Goal Pursuit

Fast thinking increases uncertainty regarding efficacy of means used to pursue an accessible goal which increases variety in the range of chosen means. Chronically-indulgent people choose more variety in chocolates (Study 1) and people primed with health choose more variety in healthy snacks (Study 2) when their mind is racing.


Aparna Labroo and Yifan Dai (2013) ,"Dubious Means: Why Fast Thinking Increases Variety-Seeking During Goal Pursuit", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 19-22.


Aparna Labroo, University of Toronto, Canada
Yifan Dai, University of Toronto, Canada


E - European Advances in Consumer Research Volume 10 | 2013

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