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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

H5. Being Looked Up or Being Looked Down? The Divergent Effects of Camera Angle on Nonanthropomorphized and Anthropomorphized Product in Ads

Changchun Xuan, Xiamen University
Rui Chen, Xiamen University
Jing Jiang, Suzhou Broadcasting System
Bin Yu, Tsingtao Brewery Company Limited
Jingjia Peng, Icartoon Culture & Media Corporation ltd
Shengdong Lin, Xiamen University

Read More

Featured

How Numeric Roundness Influences Probability Perceptions

Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

The Effect of Identity Conflict on Price Sensitivity

Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, 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.