Do Weight Watchers Want More Options? How Activating Self-Regulatory Concerns Triggers the Need For Variety

We establish a relationship between self-regulatory concerns and variety seeking. First, we highlight that dieters seek more variety than non-dieters. Second, we demonstrate that activating self-regulatory concerns fosters this increased need for variety.



Citation:

Anne Klesse, Caroline Goukens, Kelly Geyskens, and Ko de Ruyter (2013) ,"Do Weight Watchers Want More Options? How Activating Self-Regulatory Concerns Triggers the Need For Variety", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Anne Klesse, Tilburg University, The Netherlands
Caroline Goukens, Maastricht University, The Netherlands
Kelly Geyskens, Maastricht University, The Netherlands
Ko de Ruyter, Maastricht University, The Netherlands



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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