Abstract
We examined whether consumers seek more or less variety when shopping on an empty stomach. The data show that hunger increases variety seeking when consumers make multiple food choices at once. In a first study, participants in the hungry condition selected a more varied flavor set than satiated participants. Food attractiveness mediated the hunger effect. In study 2, we manipulated food attractiveness by the presence of stale food. In study 3, we increased variety seeking by introducing an appetizing olfactory cue. Our findings provide theoretical insights on choice rules and suggest guidelines on the management of variety seeking.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
