Romantic crushes promote variety-seeking behavior

• Main Authors: Huang, Irene Xun, Dong, Ping
• Other Authors: Wheeler, S. Christian
• Format: Article
• Language: English
• Published: 2019
• Subjects: Romantic Crush; Emotion; Business::Marketing::Consumer behavior
• Online Access: https://hdl.handle.net/10356/89697; http://hdl.handle.net/10220/49192
• Institution: Nanyang Technological University

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...