{"title":"Consumers' variety-seeking behaviors under time pressure: Based on regulatory focus and excitement levels.","authors":"Yi-Weng Yang, Jia Liu, Yi Wang","doi":"10.1002/pchj.770","DOIUrl":null,"url":null,"abstract":"<p><p>Variety-seeking behavior has received substantial attention in marketing literature. Although various explanations of the causes of variety-seeking explore the influence of consumers' internal psychological characteristics on behavioral decisions, few studies have been conducted on external factors. With the fast pace of modern life and the increasing trend of online shopping, consumers often face time constraints when making purchasing decisions. This study examines the impact of time pressure as a significant external environmental factor on consumers' variety-seeking behavior. A conceptual framework is developed based on construal level theory to uncover the influencing mechanism of time pressure on variety-seeking behavior while also considering the effects of the consumer's personality and emotional state. We conducted two experiments to investigate the moderating effect of regulatory focus from the personality perspective and excitement level from the emotional state perspective. Study 1 found that time pressure significantly affects variety-seeking behavior. Additionally, consumers with prevention regulatory focus tend to exhibit more variety-seeking behavior when not under time pressure. Study 2 supports the main effect and shows that the level of excitement affects the impact of time pressure on variety-seeking behavior. Therefore, this study contributes to the literature on consumer behavior and purchasing decisions by presenting a robust theoretical framework that provides practical insights and implications for enterprise managers.</p>","PeriodicalId":20804,"journal":{"name":"PsyCh journal","volume":null,"pages":null},"PeriodicalIF":1.3000,"publicationDate":"2024-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.ncbi.nlm.nih.gov/pmc/articles/PMC11169758/pdf/","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"PsyCh journal","FirstCategoryId":"102","ListUrlMain":"https://doi.org/10.1002/pchj.770","RegionNum":4,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2024/5/15 0:00:00","PubModel":"Epub","JCR":"Q3","JCRName":"PSYCHOLOGY, MULTIDISCIPLINARY","Score":null,"Total":0}
引用次数: 0
Abstract
Variety-seeking behavior has received substantial attention in marketing literature. Although various explanations of the causes of variety-seeking explore the influence of consumers' internal psychological characteristics on behavioral decisions, few studies have been conducted on external factors. With the fast pace of modern life and the increasing trend of online shopping, consumers often face time constraints when making purchasing decisions. This study examines the impact of time pressure as a significant external environmental factor on consumers' variety-seeking behavior. A conceptual framework is developed based on construal level theory to uncover the influencing mechanism of time pressure on variety-seeking behavior while also considering the effects of the consumer's personality and emotional state. We conducted two experiments to investigate the moderating effect of regulatory focus from the personality perspective and excitement level from the emotional state perspective. Study 1 found that time pressure significantly affects variety-seeking behavior. Additionally, consumers with prevention regulatory focus tend to exhibit more variety-seeking behavior when not under time pressure. Study 2 supports the main effect and shows that the level of excitement affects the impact of time pressure on variety-seeking behavior. Therefore, this study contributes to the literature on consumer behavior and purchasing decisions by presenting a robust theoretical framework that provides practical insights and implications for enterprise managers.
期刊介绍:
PsyCh Journal, China''s first international psychology journal, publishes peer‑reviewed research articles, research reports and integrated research reviews spanning the entire spectrum of scientific psychology and its applications. PsyCh Journal is the flagship journal of the Institute of Psychology, Chinese Academy of Sciences – the only national psychology research institute in China – and reflects the high research standards of the nation. Launched in 2012, PsyCh Journal is devoted to the publication of advanced research exploring basic mechanisms of the human mind and behavior, and delivering scientific knowledge to enhance understanding of culture and society. Towards that broader goal, the Journal will provide a forum for academic exchange and a “knowledge bridge” between China and the World by showcasing high-quality, cutting-edge research related to the science and practice of psychology both within and outside of China. PsyCh Journal features original articles of both empirical and theoretical research in scientific psychology and interdisciplinary sciences, across all levels, from molecular, cellular and system, to individual, group and society. The Journal also publishes evaluative and integrative review papers on any significant research contribution in any area of scientific psychology