摘要
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. © 2010 Elsevier B.V.