More Eggs in the Same Basket: How Shopping Online Reduces Variety Seeking in Purchases

This research reveals that shopping baskets are less varied when groceries are ordered online compared to when consumers shop for their groceries offline. We present a large database study and three lab studies that demonstrate this effect and propose that differences in anticipated satiation online versus offline underly this effect.


Julie Verstraeten, Anneleen Van Kerckhove, Jing Lei, and Ye Zhao (2020) ,"More Eggs in the Same Basket: How Shopping Online Reduces Variety Seeking in Purchases", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 94-96.


Julie Verstraeten, Ghent University, Belgium
Anneleen Van Kerckhove, Ghent University, Belgium
Jing Lei, University of Melbourne, Australia
Ye Zhao, Schulich Business School


NA - Advances in Consumer Research Volume 48 | 2020

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