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| Author: | Ratner, R.K. Kahn, B.E. |
| Title: | The impact of private versus public consumption on variety-seeking behavior |
| Journal: | Journal of Consumer Research
2002 : SEP, VOL. 29:2, p. 246-257 |
| Index terms: | Consumer behaviour Psychology Control |
| Language: | eng |
| Abstract: | Three experiments demonstrate that people incorporate more variety into the consumption decisions when their behaviour is subject to public scrutiny. Studies 1 and 2 indicate that consumers expect others to evaluate their decision more favourably if they choose variety and that this sometimes leads individuals to incorporate more variety into their public than private decisions. Results of study 2 confirm predictions that a relevant individual difference variable (self-monitoring) moderates the effects of expected evaluation on variety seeking. The final study demonstrates that pressure to choose variety in public is eliminated when a social cue signals the approppriateness of consuming one's favourites. |
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