Variety Counts: How Variety Is Perceived in the Presence of Self-Regulatory Goals

We propose that when people are primed with a self-regulatory goal, less (more) variety in goal-inconsistent (goal-consistent) acts results in less anticipated-guilt (more anticipated-reward). We show that, because goal-primed individuals perceive a greater variety of indulgent items to be greater in quantity, they avoid variety in order to minimize anticipated-guilt.


Hoori Rafieian, Yanliu Huang, and Barbara E. Kahn (2017) ,"Variety Counts: How Variety Is Perceived in the Presence of Self-Regulatory Goals", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 291-296.


Hoori Rafieian, Drexel University, USA
Yanliu Huang, Drexel University, USA
Barbara E. Kahn, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 45 | 2017

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