Effects of Processing Style on Variety Seeking

In this research, we investigated the effects of processing style on variety seeking. It showed that global processing would lead to more variety seeking whereas local processing would result in less choice of variety.



Citation:

Zhongqiang (Tak) Huang and Robert Wyer (2015) ,"Effects of Processing Style on Variety Seeking", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 323-323.

Authors

Zhongqiang (Tak) Huang, The Chinese University of Hong Kong
Robert Wyer, The Chinese University of Hong Kong



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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