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Keywords: Preference uncertainty
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Journal Articles
Hoping to get it right: the role of variety-seeking in the context of gift giving
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (1): 35–50.
Published: 19 December 2025
... examined the main effect of gift-giving on variety-seeking behavior across different occasions and product types. Study 2 investigated the mediating role of preference uncertainty. Studies 3a and 3b explored the boundary conditions of popularity cues and dissimilarity focus, respectively. Findings...
