19-M: the Impact of the Maximizing Mindset on Variety Seeking Behaviors

When consumers are making choices among a diverse portfolio of options for future consumption, they tend to choose too many varieties that are inconsistent with their preferences at the time of consumption. This research shows that activating a maximizing mindset can reduce this variety seeking tendency, especially for familiar products.



Citation:

Jingjing Ma (2017) ,"19-M: the Impact of the Maximizing Mindset on Variety Seeking Behaviors", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1047-1047.

Authors

Jingjing Ma, Peking University, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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