Why Did You Take the Road That Leads to Many Different Cities? Cultural Differences in Variety-Seeking

Why do some tourists (e.g., East Asians) like to travel to a variety of new destination cities whereas others (e.g., Westerners) prefer to stay only in their favorite destinations? We examine how individuals’ self-construal influences their variety-seeking in a product bundling decision.


Kyeong Sam Min, Jae Min Jung, and Drew Martin (2015) ,"Why Did You Take the Road That Leads to Many Different Cities? Cultural Differences in Variety-Seeking", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 798-798.


Kyeong Sam Min, University of New Orleans, USA
Jae Min Jung, California State Polytechnic University, Pomona, USA
Drew Martin, University of Hawaii, Hilo, USA


NA - Advances in Consumer Research Volume 43 | 2015

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