Choi, J., Kim, B. K., Choi, I., & Yi, Y. (2006). Variety-seeking tendency in choice for others: Interpersonal and intrapersonal causes. Journal of Consumer Research, 32(4), 590-595.
Ratner and Kahn demonstrated that individuals believed that others would seek more variety than they themselves would seek. Building on this finding, we expected the variety-seeking tendency to be greater when people made choices for others, and we examined the mechanisms of this phenomenon. Study 1 explored an interpersonal mechanism and demonstrated that variety seeking for others became stronger when individuals were held accountable for ...



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