19-L: the Effect of Long-Term Versus Short-Term Orientation on Variety Seeking

This research focuses on the understudied cultural dimension of long- versus short-term orientation. Specifically, we find that long-term oriented consumers have a higher preference for dynamics and changes, which in turn makes them to engage in more variety-seeking behaviors than their short-term oriented counterparts.


Huachao Gao and Yinlong Zhang (2017) ,"19-L: the Effect of Long-Term Versus Short-Term Orientation on Variety Seeking", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1027-1027.


Huachao Gao, University of Victoria, Canada
Yinlong Zhang, University of Texas at San Antonio, USA


NA - Advances in Consumer Research Volume 45 | 2017

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