Effects of mating mindsets on variety seeking

Abstract

This research shows that mating mindsets, which consumers commonly experience, can have a crucial impact on consumers' variety seeking tendencies. In two studies, we find that male consumers in a long-term mating mindset (versus a non-mating mindset) exhibit more (versus less) variety seeking behavior. For male consumers, the effects of mating mindsets on variety seeking are driven by sensitivity to errors of omission. However, for female consumers, variety seeking behavior and sensitivity to errors of omission were not significantly different across mating and non-mating conditions. In closing, the author discusses theoretical and managerial implications..