The impact of the opinions of others on variety‐seeking behavior

Chuang, Shih-Chieh; Cheng, Yin-Hui; Wang, Sui-Min; Cheng, Shu-Yu

doi:10.1111/jasp.12054

Cited by 8 publications

(10 citation statements)

References 45 publications

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“…In the context of online recommendations, consumers often make choices based on the opinions of others. When the recommendations are positive, individuals tend to express opinions that are congruent with others to meet the need to belong and they increase variety seeking relative to control conditions (Chuang et al, 2013).…”

Section: Relatedness: Variety Seeking Signals Affiliationmentioning

confidence: 99%

More than just the spice of life: Using variety as a signal for change and diversification

Kahn

Rafieian

2021

Consumer Psychology Review

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We consider the role of variety or diversity as a main goal for consumer experiences. We argue that consumers may incorporate variety in their choices of product or experiences for reasons other than merely increasing the consumption utility over time. Specifically, we develop a framework that shows two new roles that variety can play in consumer choice. First, it can serve as a signal to oneself and others that the consumer is able to accept change and be flexible. Second, we show that the meta role of variety, or diversity as a goal in and of itself, is beneficial because more variety in consumers' choice sets (a) provides a more optimal portfolio for future choices under uncertainty, (b) facilitates creative thinking and adoption of innovation, and (c) allows for the consumption of a fuller set of attributes, which satisfies goals of balancing and completeness.

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Section: Relatedness: Variety Seeking Signals Affiliationmentioning

confidence: 99%

More than just the spice of life: Using variety as a signal for change and diversification

Kahn

Rafieian

2021

Consumer Psychology Review

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“… Ariely and Levav (2000) showed that the original groups choose more varied dishes than created groups, which is attributable to the interaction among group members and help individual satisfy goals of information gathering and self-presentation in the form of uniqueness in the group context. Chuang et al (2013) maintained that to derive more enjoyment from a shared product, people show less variety and make choices consistent with the opinions of others in online information.…”

Section: Analysis and Resultsmentioning

confidence: 99%

Variety-Seeking Behavior in Consumption: A Literature Review and Future Research Directions

Zhang

2022

Front. Psychol.

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Variety-seeking is a popular choice strategy in consumers’ daily lives, and many factors influence it. This study conducted a narrative and structured literature review based on three popular online academic databases to understand how researchers used influencing factors, adopted theoretical perspectives and underlying mechanisms, and developed measure methods in their studies. This paper consolidated and analyzed 61 articles on variety-seeking behaviors in consumer research, including empirical studies spanning from 2000 to 2021. This paper primarily focused on articles published at top tiers in the marketing literature. From these articles, a collection of internal and external factors, theoretical perspectives, underlying mechanisms, and measure methods adopted was summarized and tabulated for easy reference and comprehension. A research framework was developed to illustrate the relationships between influence factors and variety-seeking proposed by previous researchers. The literature review may not be exhaustive because variety-seeking behaviors could involve various research topics; however, the proposed research framework and suggested directions may be representative references for future research. This study is a more comprehensive literature review of variety-seeking behaviors in consumption research after 2000, and it contributes to a better understanding of the causes and effects of variety-seeking behaviors in consumption.

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“…First, product characteristics were demonstrated to affect variety-seeking behavior. For example, Chuang et al (2013) found that if the word-of-mouth of an option was better, consumers tended to show variety-seeking behaviors. Song et al (2019) showed that consumers would not always seek variety with a fixed pattern.…”

Section: Variety-seekingmentioning

confidence: 99%

Why Are User-Generated Contents So Varied? An Explanation Based on Variety-Seeking Theory and Topic Modeling

Wei

Liu

et al. 2022

Front. Psychol.

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In online communities, such as Twitter, Facebook, or Reddit, millions of pieces of contents are generated by users every day, and these user-generated contents (UGCs) show a great variety of topics discussed that make the online community vivid and attractive. However, the reasons why UGCs show great variety and how a firm can influence this variety was unknown, which had been an obstacle to understanding and managing UGCs’ variety. This study fills these two gaps based on variety-seeking theory and topic modeling, which is a technique in machine learning. We extract, quantitatively, the topic of the UGCs using topic modeling and divide UGCs into two types: single topic and multiple topics. The user’s tendency to choose the type of UGC is used to measure variety-seeking behavior. We found that users have an intrinsic preference for variety when producing UGCs; the more single topic UGCs were produced in the past, the higher the probability of producing multiple topics UGC and the lower the probability of producing single topic UGC would be in the next, and vice versa. Furthermore, we discussed the effect of language/linguistic style matching (LSM) between firm feedbacks and UGCs on users’ variety-seeking tendencies in UGCs’ production. This study makes three contributions: (1) broadening variety-seeking theory to new behavior, that is content production behavior, and the results demonstrated that people would show a variety-seeking behavior in producing UGCs. (2) a new feasible method to measure the variety of UGCs by using topic modeling to extract the topics of UGCs and then measure the variety-seeking behavior in producing UGCs by analyzing the choice between single topic and multiple topics. (3) guidance for the firm to alter LSM of feedbacks to influence the variety of UGCs.

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The impact of the opinions of others on variety‐seeking behavior

Cited by 8 publications

References 45 publications

More than just the spice of life: Using variety as a signal for change and diversification

More than just the spice of life: Using variety as a signal for change and diversification

Variety-Seeking Behavior in Consumption: A Literature Review and Future Research Directions

Why Are User-Generated Contents So Varied? An Explanation Based on Variety-Seeking Theory and Topic Modeling

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