One of Each: Variety Seeking to Avoid Choice Difficulty

Consumers seek variety for several reasons and variety seeking is often viewed as utility maximizing. But do consumers at times seek variety in order to minimize decisional effort? We propose consumers use a variety-seeking heuristic to relieve choice conflict, which occurs prominently when consumers’ mental resources are limited.


Joseph Goodman and Kathleen Vohs (2013) ,"One of Each: Variety Seeking to Avoid Choice Difficulty", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Joseph Goodman, Washington University in St. Louis, USA
Kathleen Vohs, University of Minnesota, USA


NA - Advances in Consumer Research Volume 41 | 2013

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