Does Variety-Seeking Vary By Time of Day?

Why does eating the same thing for breakfast every day sound reasonable, but eating the same thing for dinner sound unappealing? We suggest that variety-seeking varies by time of day. Four studies demonstrate that people prefer less variety in the morning than later in the day.



Citation:

Kelley Gullo, Jonah Berger, Jordan Etkin, and Bryan Bollinger (2017) ,"Does Variety-Seeking Vary By Time of Day?", 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.

Authors

Kelley Gullo, Duke University, USA
Jonah Berger, University of Pennsylvania, USA
Jordan Etkin, Duke University, USA
Bryan Bollinger, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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