18I the Effect of Parity Information of Numbers on Variety Seeking Behavior

This research proposes that parity information of numbers is a robust contextual influence on variety seeking. Across three experiments, we demonstrate that even numbers can induce more variety seeking behavior than odd numbers, and this effect is mediated by the reliance on feelings (vs. cognition) in decisions.


Yan Wang, Jing Jiang, Yafeng Fan, and Xiadan Zhang (2019) ,"18I the Effect of Parity Information of Numbers on Variety Seeking Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 997-997.


Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China
Yafeng Fan, Tsinghua University, China
Xiadan Zhang, Renmin University of China


NA - Advances in Consumer Research Volume 47 | 2019

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