Financial Constraint Decreases Consumers’ Variety Seeking Behavior
This study examines the effect of financial constraints on consumer’ variety-seeking behavior. Using different measures of variety-seeking choice, we conducted three experiments to demonstrate that financial constraints increase consumers’ insecurity which in turn decreases their variety seeking behavior. The moderating role of materialism in this effect was also examined.
Yafeng Fan, Jing Jiang, and Lin Jiang (2016) ,"Financial Constraint Decreases Consumers’ Variety Seeking Behavior", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 730-730.
Yafeng Fan, Renmin University of China, China
Jing Jiang, Renmin University of China, China
Lin Jiang, Renmin University of China, China
NA - Advances in Consumer Research Volume 44 | 2016
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