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 …

Variety‐seeking research has examined antecedents in terms of contextual factors and
individual differences. However, it does not consider the interaction of individual difference …

This research investigates the effect of perceived busyness on variety seeking. Utilizing an
incentive-compatible design with real behavioral outcomes and an online experiment, the …

Compensatory consumption is a typical strategy used by consumers to alleviate feelings of
self‐discrepancy. This phenomenon occurs in multiple contexts, and the related literature …

Romantic experiences are positive emotional experiences that significantly affect people's
lives and consumption behaviors. Extant research merely conceptualizes romantic …

Sleepiness, the subjective feeling of the propensity to fall asleep, is a common, everyday
experience that can be induced by various factors, such as sleep quality, sleep deprivation …

This research investigates the effect of using relationship (breakup) reminders in advertising
on click‐through rates. While previous research has found that relationship reminders may …

Love is fundamental to human nature, transcending race and nation, with descriptions
rooted in diverse cultural backgrounds. Thanks to some past research, the concept of love …

While limited attention has been paid to personality traits that influence tourists' variety-
seeking behavior with respect to food, evidence shows that Chinese people choose less …

Purpose This paper aims to examine the effects of both transient and chronic loneliness on
consumers' variety-seeking (VS) behavior and to identify the various underlying …