Less Is More: Variety As a Preference Strength Signal

We show that people choose variety strategically, to signal the strength of their preferences. When self-presentation cues are present, people choose less variety among socially-desirable options, thereby signaling strong, identity-related preferences for the selected options, and more variety among...

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Bibliographic Details
Main Authors: Sela, Aner, Maimaran, Michal
Format: Conference Proceeding
Language:English
Subjects:
Brand preferences
Social identity
Studies
Online Access:Get full text
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Summary:We show that people choose variety strategically, to signal the strength of their preferences. When self-presentation cues are present, people choose less variety among socially-desirable options, thereby signaling strong, identity-related preferences for the selected options, and more variety among socially-undesirable options, thereby signaling weak, identity-unrelated preferences for such options.
ISSN:0098-9258