The impact of the opinions of others on variety‐seeking behavior

One reason for consumer variety‐seeking behavior is interpersonal motivation. Building on previous theories, we suggest that the different information types of interpersonal sources influence the variety‐seeking behavior of individuals. Two laboratory experiments are conducted to examine the influence of the opinions of others on such behavior. The results support the author's contention that to derive more enjoyment from a shared product, an individual will make choices congruent with the opinions of others in online information. The managerial implications and study limitations are also discussed.