Abstract
AbstractThis research investigates the influences of product temperature, and its interaction with ambient temperature on variety‐seeking behavior. Results from two studies show that product temperature exerts a significant influence on variety‐seeking behavior, with cold products stimulating a higher level of variety‐seeking behavior in participants than normal or warm products. Moreover, the effect of product temperature on variety‐seeking behavior is moderated by ambient temperature. Practical implications of these findings are included.Practical ApplicationIn terms of practical application, ice cream in supermarkets can be taken as an example of a cold product. Suppose a special offer provides consumers with a wider variety of choices, allowing them to choose various combinations of flavors such as mango, strawberry, vanilla, and chocolate. As low‐temperature environments induce greater variety‐seeking behavior in consumers, it is suggested that marketing personnel formulate strategies with this in mind. For instance, Costco has a refrigerated space for fruits and vegetables that has a lower temperature than other spaces in the warehouse. Special offers could be made for combinations of different products in this space, such as different types of mushrooms.
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