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Keywords: Variety-seeking
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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
...Guanling Huang; Han Zhang Purpose This paper aims to investigate how the context of gift-giving, as opposed to self-purchasing, influences consumers’ variety-seeking behavior. Design/methodology/approach This paper conducted six scenario-based experiments to test our hypotheses. Studies 1a–1c...
