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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Q6. Online Social Status Predicts Subjective Well-being: a Two Population Study

Rui Du, University of Hawaii, USA
Miao Hu, University of Hawaii, USA

Read More

Featured

‘But Screw the Little People, Right?’ Case of the Commercialization of Reward-Based Crowdfunding

Natalia Drozdova, Norwegian School of Economics and Business Administration, Norway

Read More

Featured

Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards

Sara Loughran Dommer, Georgia Tech, USA
Nicole Marie Coleman, University of Pittsburgh, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.