Suchergebnisse

We examined consumers' perceptions of, and responses to, variety in product bundles in 3 studies with Chinese university students aged between 17 and 29 years. In Study 1 (117 participants) we found that variety (vs. nonvariety) bundles were more attractive and more likely to be purchased,
and this effect was robust across different variety formats. In Study 2 (89 participants) the mediating role of perceived hedonic benefits was supported, that is, participants responded to the level of variety in product bundles as they tried to maximize their hedonic benefit from the consumption.
In Study 3 (74 participants) we further explored the moderating role of consumption goal and found that participants were willing to forgo an additional quantity to have variety, especially when their consumption goal was hedonic rather than utilitarian. Theoretical implications and practical
implications for marketers are discussed.

We examined differences in the ways in which men and women perceive and react to social exclusion. Men typically experience agentic-type threats in a social exclusion context and are motivated to improve their agentic belief in themselves, whereas women experience communal-type threats
and pay greater attention to others. In this study, we employed the pursuit of money as an agentic form of compensation and pursuit of attention as a communal form of compensation. In 2 experiments with high school students as participants (N = 103 and 126, respectively), we found that
social exclusion increases the preference of men for a high salary and the preference of women for conspicuous products, and that self-focus mediates these effects. We have contributed to the literature by exploring the different coping strategies of men and women who face social exclusion.