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

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Chien-Huang Lin
Pei-Hsun Wu
Cite this article:  Lin, C., & Wu, P. (2006). The effect of variety on consumer preferences: The role of need for cognition and recommended alternatives. Social Behavior and Personality: An international journal, 34(7), 865-876.


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This study was based on the 2 conflicting perspectives of the existing literature: whether or not large variety will weaken or strengthen consumer preferences. In this research we identified need for cognition as a key factor moderating the effect of variety on consumer preferences, and examined the role that recommended alternatives play. Implications are discussed based on the research results.

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