Effects of mating mindsets on variety seeking

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..

Department dc:contributor.department

Sloan School of Management.

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2014

Author dc:creator

• Hu, Yu-Wei

Advisor dc:contributor.advisor

• Joshua M. Ackerman.

• Sloan School of Management.

Statement dc:rights

• M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/1721.1/88369

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/88369