The effects of emotions on variety-seeking behavior

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Published: Apr 1, 2008
DOI: https://doi.org/10.2224/sbp.2008.36.3.425
Issue: Volume 36, 2008, Issue 3
Keywords:
variety seeking, positive emotion, negative emotion, emotion-maintenance theory

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Shih-Chieh Chuang
National Chung Cheng University
Chaang-yung Kung
Chao-yang University of Technology
Ya-Chung Sun
Vanung University
Cite this article:  Chuang, S.-C., Kung, C.-y., & Sun, Y.-C. (2008). The effects of emotions on variety-seeking behavior. Social Behavior and Personality: An international journal, 36(3), 425-432.


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A study with 124 subjects demonstrated that people are likely to include more variety in their consumption decisions when they are induced to a negative emotion than when they are induced to a positive emotion. This phenomenon is explained by emotion-maintenance theory.

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