The effect of variety on consumer preferences: The role of need for cognition and recommended alternatives

Chien-Huang Lin1, Pei-Hsun Wu1
1National Central University, Taiwan
Cite this article:  Lin, C.-H., & Wu, P.-H. (2006). The effect of variety on consumer preferences: The role of need for cognition and recommended alternatives. Social Behavior and Personality: An international journal, 34(7), 865-876.

Volume 34 Issue 7 | e1521 | Published: August 2006 | DOI: https://doi.org/10.2224/sbp.2006.34.7.865

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This study was based on the 2 conflicting perspectives of the existing literature: whether or not large variety will weaken or strengthen consumer preferences. In this research we identified need for cognition as a key factor moderating the effect of variety on consumer preferences, and examined the role that recommended alternatives play. Implications are discussed based on the research results.

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