The Effect of Power Distance Belief on Variety Seeking

In the current research, we propose that high PDB consumers seek more variety than low PDB consumers. Specifically, we argue that high PDB consumers are more sensitive to rules and regulations in the society, thus they are more likely to experience boredom and ending up seeking more variety.


Han Ma, Narayan Janakiraman, Zhiyong Yang, and Ashok K Lalwani (2019) ,"The Effect of Power Distance Belief on Variety Seeking", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 758-759.


Han Ma, University of Texas at Arlington, USA
Narayan Janakiraman, University of Texas at Arlington, USA
Zhiyong Yang, University of North Carolina at Greensboro, USA
Ashok K Lalwani, Indiana University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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