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Title: Romantic crushes promote variety-seeking behavior
Authors: Huang, Irene Xun
Dong, Ping
Keywords: Romantic Crush
Business::Marketing::Consumer behavior
Issue Date: 2019
Source: Huang, I. X., & Dong, P. (2019). Romantic crushes promote variety‐seeking behavior. Journal of Consumer Psychology, 29(2), 226-242. doi:10.1002/jcpy.1070
Journal: Journal of Consumer Psychology
Series/Report no.: Journal of Consumer Psychology
Abstract: Consumers making repeat consumption choices often need to decide whether to stick to their favorite option or to select something different. Understanding the situational factors that influence their willingness to seek more or less variety in consumption is of both theoretical and practical importance. The current research proposes that a salient relationship state—romantic crush—can increase consumers’ variety-seeking tendency in unrelated consumption situations. Building on the compensatory consumption literature, we suggest that the lack of reciprocal response in the romantic crush experience may lower consumers’ sense of control in the romantic relationship. Therefore, they are motivated to restore their sense of control by making more varied choices in consumption domains. Five studies provide support for this hypothesis. In line with our control restoration account, the effect disappears when consumers’ sense of control is boosted via other means. Moreover, the effect is specific to the experience of a romantic crush and cannot be generalized to other types of romantic relationship (e.g., initial stage of love).
ISSN: 1057-7408
DOI: 10.1002/jcpy.1070
Rights: © 2019 Society for Consumer Psychology. All rights reserved. This paper was published by Elsevier in Journal of Consumer Psychology and is made available with permission of Society for Consumer Psychology.
Fulltext Permission: embargo_20211231
Fulltext Availability: With Fulltext
Appears in Collections:NBS Journal Articles

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