19-H: an Individual Choice Vs. a Bundle Choice: the Effect of Choice Mechanics on Diversification Bias

To the extension of Mittelman et al. (2014), this study examined how choice mechanics influence variety seeking in the multiple product choice context. The expected satiety drove variety seeking in the individual choice mechanics, whereas relationships of items were more likely to be considered when consumers chose a bundle.



Citation:

Jihye Park (2017) ,"19-H: an Individual Choice Vs. a Bundle Choice: the Effect of Choice Mechanics on Diversification Bias", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1053-1053.

Authors

Jihye Park, Hankuk University of Foreign Studies, South Korea



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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