Low-Power State Promotes Variety-Seeking

In the current research, we propose that low-power state promotes variety-seeking. This effect occurs because consumers in low-power state desire sense of control and variety-seeking is a way to restore it. Four studies, including secondary data analysis and three experiments, provide systematic evidence for this effect across different product categories.


Fei Jin and Xiaodan zhang (2020) ,"Low-Power State Promotes Variety-Seeking", 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: 202-202.


Fei Jin, Sichuan University, China
Xiaodan zhang, Peking University, China


NA - Advances in Consumer Research Volume 48 | 2020

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