Show Me More! Powerlessness Drives Variety Seeking

This research investigates the impact of power on variety seeking behavior. Results from six studies provide convergent support that feeling powerless nudges individuals toward variety seeking. Additionally, we reveal that need for autonomy mediates this relationship and that the powerlessness-variety seeking effect is mitigated once need for autonomy is satiated.



Citation:

Wangshuai Wang, Raj Raghunathan, and Dinesh Gauri (2018) ,"Show Me More! Powerlessness Drives Variety Seeking", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 837-838.

Authors

Wangshuai Wang, Shanghai University of International Business and Economics
Raj Raghunathan, University of Texas at Austin, USA
Dinesh Gauri, University of Arkansas, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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