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- W2008405041 abstract "Four studies investigate (1) whether a variety-seeking versus inertial environment activates a certain mind-set about risk propensity and (2) whether this mind-set influences preferences for immediate versus delayed promotions. Study 1 demonstrates that a variety-seeking environment activates a risk-taking mind-set, whereas an inertial environment activates a risk-averse mind-set and that such a difference in risk propensity makes a delayed (immediate) promotion relatively more appealing for consumers with a variety-seeking (inertial) tendency. Study 2 reveals that preferences for a brand offering a delayed promotion are stronger when consumers have a variety-seeking tendency and that preferences of consumers low (vs. high) in need for cognitive closure are more influenced by the difference in variety-seeking versus inertial tendency. Study 3 provides further insights by allowing participants to be variety seeking or inertial and by controlling for redemption effort and the hedonic/utilitarian aspects of categories. Finally, Study 4 highlights the impact of variety-seeking versus inertial tendency on real-world choices. The article concludes with a discussion of theoretical and managerial implications." @default.
- W2008405041 created "2016-06-24" @default.
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- W2008405041 date "2013-06-01" @default.
- W2008405041 modified "2023-10-13" @default.
- W2008405041 title "How Variety-Seeking versus Inertial Tendency Influences the Effectiveness of Immediate versus Delayed Promotions" @default.
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- W2008405041 doi "https://doi.org/10.1509/jmr.12.0011" @default.
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