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

Chien Huang Lin; Pei Hsun Wu

doi:10.2224/sbp.2006.34.7.865

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

Chien Huang Lin, Pei Hsun Wu

Department of Business Administration

Research output: Contribution to journal › Article › peer-review

15 Scopus citations

Abstract

The study is based on the two conflicting perspectives of the existing literature: whether large variety will weaken or strengthen consumer preferences. This research identifies need for cognition (NFC) as a key factor moderating the effect of variety on consumer preferences and examines the role that recommended alternatives play. Implications are discussed based on the research results.

Original language	English
Pages (from-to)	865-876
Number of pages	12
Journal	Social Behavior and Personality
Volume	34
Issue number	7
DOIs	https://doi.org/10.2224/sbp.2006.34.7.865
State	Published - 2006

Keywords

Consumer
Need for cognition
Preference
Recommendation
Variety

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10.2224/sbp.2006.34.7.865

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

Abstract

Keywords

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