The Effect of Pursuing Self-Regulatory Goals on Variety Seeking

IF 5.7 1区 管理学 Q1 BUSINESS
Hoori Rafieian, Yanliu Huang, B. Kahn
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引用次数: 0

Abstract

Pursuing a self-regulatory goal, such as weight-loss, motivates consumers to forego pleasure-seeking, typically by selecting virtue over vice. We propose that in the absence of virtuous options, consumers with a self-regulatory goal will instead choose less variety in choice sets of exclusively vice options because the extra pleasure that variety affords seems incompatible with the goal. We find converging evidence for the decrease in variety-seeking in vice categories across five studies (and three supplementary studies in the Web Appendix, N = 6,066), using both scenario-based and actual consumption contexts. We also demonstrate the underlying process: consumers are motivated to curtail pleasure-seeking when pursuing a weight-loss goal and that leads them to choose less variety in vice categories when there is no virtue alternative available.
自我调节目标追求对多样性追求的影响
追求自我调节的目标,比如减肥,会促使消费者放弃寻欢作乐,通常是选择美德而非罪恶。我们提出,在缺乏良性选择的情况下,具有自我调节目标的消费者将在纯恶性选择的选择集中选择较少的多样性,因为多样性提供的额外乐趣似乎与目标不相容。我们在五项研究(以及网络附录中的三项补充研究,N = 6,066)中发现了在基于场景和实际消费背景下,vice类别中寻求品种减少的趋同证据。我们还展示了潜在的过程:当追求减肥目标时,消费者会被激励去减少享乐,这导致他们在没有美德替代品的情况下选择更少的恶习类别。
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来源期刊
CiteScore
12.00
自引率
9.70%
发文量
53
期刊介绍: Journal of Consumer Research, established in 1974, is a reputable journal that publishes high-quality empirical, theoretical, and methodological papers on a wide range of consumer research topics. The primary objective of JCR is to contribute to the advancement of understanding consumer behavior and the practice of consumer research. To be considered for publication in JCR, a paper must make a significant contribution to the existing body of knowledge in consumer research. It should aim to build upon, deepen, or challenge previous studies in the field of consumption, while providing both conceptual and empirical evidence to support its findings. JCR prioritizes multidisciplinary perspectives, encouraging contributions from various disciplines, methodological approaches, theoretical frameworks, and substantive problem areas. The journal aims to cater to a diverse readership base by welcoming articles derived from different orientations and paradigms. Overall, JCR is a valuable platform for scholars and researchers to share their work and contribute to the advancement of consumer research.
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