Romantic crushes promote variety-seeking behavior
Consumers making repeat consumption choices often need to decide whether to stick to their favorite option or to select something different. Understanding the situational factors that influence their willingness to seek more or less variety in consumption is of both theoretical and practical importa...
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sg-ntu-dr.10356-896972023-05-19T07:31:16Z Romantic crushes promote variety-seeking behavior Huang, Irene Xun Dong, Ping Wheeler, S. Christian Alter, Adam Nanyang Business School Romantic Crush Emotion Business::Marketing::Consumer behavior Consumers making repeat consumption choices often need to decide whether to stick to their favorite option or to select something different. Understanding the situational factors that influence their willingness to seek more or less variety in consumption is of both theoretical and practical importance. The current research proposes that a salient relationship state—romantic crush—can increase consumers’ variety-seeking tendency in unrelated consumption situations. Building on the compensatory consumption literature, we suggest that the lack of reciprocal response in the romantic crush experience may lower consumers’ sense of control in the romantic relationship. Therefore, they are motivated to restore their sense of control by making more varied choices in consumption domains. Five studies provide support for this hypothesis. In line with our control restoration account, the effect disappears when consumers’ sense of control is boosted via other means. Moreover, the effect is specific to the experience of a romantic crush and cannot be generalized to other types of romantic relationship (e.g., initial stage of love). Accepted version 2019-07-09T02:52:17Z 2019-12-06T17:31:25Z 2019-07-09T02:52:17Z 2019-12-06T17:31:25Z 2019 Journal Article Huang, I. X., & Dong, P. (2019). Romantic crushes promote variety‐seeking behavior. Journal of Consumer Psychology, 29(2), 226-242. doi:10.1002/jcpy.1070 1057-7408 https://hdl.handle.net/10356/89697 http://hdl.handle.net/10220/49192 10.1002/jcpy.1070 en Journal of Consumer Psychology Journal of Consumer Psychology © 2019 Society for Consumer Psychology. All rights reserved. This paper was published by Elsevier in Journal of Consumer Psychology and is made available with permission of Society for Consumer Psychology. 45 p. application/pdf |
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Romantic Crush Emotion Business::Marketing::Consumer behavior Huang, Irene Xun Dong, Ping Romantic crushes promote variety-seeking behavior |
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Consumers making repeat consumption choices often need to decide whether to stick to their favorite option or to select something different. Understanding the situational factors that influence their willingness to seek more or less variety in consumption is of both theoretical and practical importance. The current research proposes that a salient relationship state—romantic crush—can increase consumers’ variety-seeking tendency in unrelated consumption situations. Building on the compensatory consumption literature, we suggest that the lack of reciprocal response in the romantic crush experience may lower consumers’ sense of control in the romantic relationship. Therefore, they are motivated to restore their sense of control by making more varied choices in consumption domains. Five studies provide support for this hypothesis. In line with our control restoration account, the effect disappears when consumers’ sense of control is boosted via other means. Moreover, the effect is specific to the experience of a romantic crush and cannot be generalized to other types of
romantic relationship (e.g., initial stage of love). |
author2 |
Wheeler, S. Christian |
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Wheeler, S. Christian Huang, Irene Xun Dong, Ping |
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Article |
author |
Huang, Irene Xun Dong, Ping |
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Huang, Irene Xun |
title |
Romantic crushes promote variety-seeking behavior |
title_short |
Romantic crushes promote variety-seeking behavior |
title_full |
Romantic crushes promote variety-seeking behavior |
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Romantic crushes promote variety-seeking behavior |
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Romantic crushes promote variety-seeking behavior |
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romantic crushes promote variety-seeking behavior |
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2019 |
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https://hdl.handle.net/10356/89697 http://hdl.handle.net/10220/49192 |
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1772828585321562112 |