In this article, we examine the different ways in which consumers balance their consumption
behavior in order to maximize utility. In particular, we focus on how people balance …

To explain trade-offs in choice, researchers have proposed myriad phenomena and
decision rules, each paired with separate theories and idiosyncratic vocabularies. Yet most …

The COVID-19 pandemic has significantly influenced our daily and social lives as well as
our consumption patterns. This paper focuses on the relationship between the COVID-19 …

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 impact of different degrees of price dispersion on travelers'
hotel choice. More specifically, within an online travel agency (OTA) context, we examine the …

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 …

The rise of omni‐channel retailing poses challenges for e‐marketplace platforms. To retain
third‐party sellers in the face of competitive pressure from rivals, e‐marketplace platforms …

Variety-seeking behavior is an important element to understand when exploring consumer
choice. Our current understanding of variety-seeking behavior has largely been developed …

Numbers are widely employed to convey product and other marketing related information
and thereby influence consumer judgment and behavior. Drawing on the literature of …

Given the proliferation of digital cameras on smartphones, selfies have become ubiquitous
in consumers' daily lives, and many companies have employed consumer selfies in their …