Current Preference From Early Life Experience: the Impact of Childhood Ses on Variety-Seeking

While prior research on variety-seeking focuses on current individual or situational factors, little is known about how past life experiences influence variety-seeking. Variety-seeking was stronger for higher-SES childhoods. This effect disappeared when the decision was made for others (vs. themselves) and within the same brand (vs. across different brands).


Jungkeun Kim, Jooyoung Park, Jihoon Jhang, Jaehoon Lee, and Daniel Chaein Lee (2021) ,"Current Preference From Early Life Experience: the Impact of Childhood Ses on Variety-Seeking", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 916-916.


Jungkeun Kim, Auckland University of Technology
Jooyoung Park, Peking University HSBC Business School
Jihoon Jhang, University of Central Arkansas
Jaehoon Lee, Florida International University
Daniel Chaein Lee, Auckland University of Technology


NA - Advances in Consumer Research Volume 49 | 2021

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