Flexibility Matters: the Effect of Exposure to High Variety on New Product Evaluations

This research examines the subtle effect of exposure to high variety on consumer evaluations of unrelated new products. Five studies demonstrate that the exposure to high variety induces cognitive flexibility, which in turn leads to more favourable evaluations for new products.


Zixi Jiang, Jing Xu, and Ravi Dhar (2015) ,"Flexibility Matters: the Effect of Exposure to High Variety on New Product Evaluations", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 160-160.


Zixi Jiang, UNSW Business School, University of New South Wales, Australia
Jing Xu, Guanghua School of Management, Peking University, China
Ravi Dhar, Yale School of Management, Yale University, USA


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

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