Goal orientation and variety seeking behavior: The role of decision task

This research conducted two experiments to examine the interaction effect of decision task (sequential choices vs. simultaneous choices) and goal orientation (prevention focus vs. promotion focus) on variety-seeking behavior. In the sequential choices for sequential consumption condition (consumers buy one item at a time for each consumption occasion), promotion-focused consumers tend to select a greater variety of items (a higher extent of variety-seeking) than prevention-focused consumers. In contrast, in the simultaneous choices for sequential consumption condition (consumers buy several items at a time for each following consumption occasion), prevention-focused consumers tend to select a greater variety of items (a higher extent of variety-seeking) than promotion-focused consumers. (C) 2010 Elsevier B.V. All rights reserved.