(The) impact of variety seeking on enjoyment level during decision making의사 결정 과정에서 다양성 추구가 즐거움에 미치는 영향

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People instinctively assume that they would enjoy variety seeking, but is this true? This research examines whether variety-seeking behavior can increase people's perceived enjoyment and pleasure during decision-making. Although a body of consumer research suggests enough evidence that variety is associated with positive emotions, there has been no research regarding the emotional impact of variety-seeking during decision making. The purpose of the experiments was to determine if variety-seeking behavior will lead to higher enjoyment levels and identify the conditions that need to be satisfied to make this impact achievable. Three experiments demonstrate that people find the decision-making process more enjoyable when they incorporate variety than when they do not. Experiment 2 presents that this effect remains regardless of whether the participants will receive the outcome or not. The results imply that the process of exploring variety can induce positive emotion even without the expected utility of the consumption taken into consideration. Moreover, Experiment 3 confirms that this effect is valid only when people actively participate in variety seeking. By suggesting distinctive insights for the emotional perspective of variety-seeking behavior in decision-making, this research contributes to the existing body of consumer research.
Advisors
Kwon, Young Sunresearcher권영선researcher
Description
한국과학기술원 :기술경영학부,
Publisher
한국과학기술원
Issue Date
2021
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 기술경영학부, 2021.8,[iii, 47 p. :]

Keywords

Variety Seeking▼aDecision Making▼aEnjoyment▼aPleasure▼aChoice Autonomy; 다양성 추구▼a의사 결정▼a즐거움▼a기쁨▼a선택 자율권

URI
http://hdl.handle.net/10203/295061
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=963551&flag=dissertation
Appears in Collection
MG-Theses_Master(석사논문)
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