A Study on the Effects of Self-construal on Preference for Product Assortment and Variety Seeking Behavior

Kim Sumin; 김수민; Lee Byung-Kwan; 이병관

doi:10.21074/kjlcap.2015.16.3.499

ISSN : 1229-8778

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A Study on the Effects of Self-construal on Preference for Product Assortment and Variety Seeking Behavior

Sumin Kim
Byung-Kwan Lee

The Korean Journal of Consumer and Advertising Psychology / The Korean Journal of Consumer and Advertising Psychology, (P)1229-8778;

2015, v.16 no.3, pp.499-518

https://doi.org/10.21074/kjlcap.2015.16.3.499

Kim, S., & Lee, B. (2015). A Study on the Effects of Self-construal on Preference for Product Assortment and Variety Seeking Behavior. The Korean Journal of Consumer and Advertising Psychology, 16(3), 499-518, https://doi.org/10.21074/kjlcap.2015.16.3.499

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Abstract

This study was performed to explore the effects of self-construal on preference for product assortment and variety seeking behavior. Study 1 examined how self-construal affects consumer’s preference for product assortment while Study 2 investigated the effect of sel-construal on variety seeking behavior. In Study 1, participants were primed with self-construal and asked to choose between small and large product assortment. Results indicate that independent self-construal participants preferred small product assortment to large product assortment whereas interdependent self-construal participants preferred large product assortment. In Study 2, after being primed with self-construal, participants were asked to select 7 out of 10 different product types. Findings show that independent self-construal participants selected less variable product types than independent self-construal participants. Future research and implications of this study in product assortment strategies and variety seeking behavior are discussed.

keywords: Self-construal theory, independent and interdependent self-construal, product assortment, variety seeking behavior

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Vol.16 No.3

A Study on the Effects of Self-construal on Preference for Product Assortment and Variety Seeking Behavior

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