Wanting a Bit(E) of Everything. The Role of Hunger in Variety Seeking.

30 Pages Posted: 16 Jan 2006

See all articles by Caroline Goukens

Caroline Goukens

KU Leuven - Department of Applied Economics

Siegfried Dewitte

KU Leuven - Faculty of Business and Economics (FEB)

Mario Pandelaere

Catholic University of Leuven (KUL) - School for Mass Communication Research

Luk Warlop

KU Leuven - Faculty of Business and Economics (FEB); BI Norwegian Business School

Date Written: January 2006

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.

Suggested Citation

Goukens, Caroline and Dewitte, Siegfried and Pandelaere, Mario and Warlop, Luk, Wanting a Bit(E) of Everything. The Role of Hunger in Variety Seeking. (January 2006). Available at SSRN: https://ssrn.com/abstract=875311 or http://dx.doi.org/10.2139/ssrn.875311

Caroline Goukens (Contact Author)

KU Leuven - Department of Applied Economics ( email )

Naamsestraat 69
B-3000 Leuven
Belgium

Siegfried Dewitte

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

Mario Pandelaere

Catholic University of Leuven (KUL) - School for Mass Communication Research ( email )

Leuven, B-3000
Belgium

Luk Warlop

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

BI Norwegian Business School ( email )

Nydalsveien 37
Oslo, 0442
Norway

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