{"title":"The Effect of Pursuing Self-Regulatory Goals on Variety Seeking","authors":"Hoori Rafieian, Yanliu Huang, B. Kahn","doi":"10.1093/jcr/ucad044","DOIUrl":null,"url":null,"abstract":"\n 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.","PeriodicalId":15555,"journal":{"name":"Journal of Consumer Research","volume":null,"pages":null},"PeriodicalIF":5.7000,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1093/jcr/ucad044","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.