The effect of past behavior on variety seeking: Automatic and deliberative influences |
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Authors: | Hao Shen Robert S. Wyer Jr. |
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Affiliation: | 1. Department of Marketing, Chinese University of Hong Kong, Shatin, Hong Kong;2. Department of Business Administration, University of Illinois at Urbana‐Champaign, USA |
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Abstract: | Consumers often make multiple purchases of products to use over a period of time. In doing so, they sometimes choose their most preferred option for use on each occasion. In other cases, however, they are likely to distribute their choices over several alternatives. These decision strategies could be applied either deliberately or spontaneously without awareness of the factors that give rise to their application. Three studies examined the conditions in which these spontaneous and deliberative processes exert an influence on variety seeking. |
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