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Impact of the perceived threat of COVID-19 on variety-seeking
#MMPMIDC7345280
Kim J
?-/-? 2020[Aug]; 28
(3
): 108-16
PMIDC7345280
show ga
The COVID-19 pandemic has significantly influenced our daily and social lives as
well as our consumption patterns. This paper focuses on the relationship between
the COVID-19 threat and variety-seeking. Based on several theories, including
reactance theory and terror management theory, we predict that the perceived
threat of COVID-19 will increase the tendency to choose more and different
options in multiple choice settings. Firstly, two empirical studies demonstrate
that variety-seeking in food and stationery choices is enhanced as people's
perceived threat from the disease increases. Study 3 further suggests the
boundary conditions of the above pattern in that the type of decision (i.e.,
multiple option selections across different brands vs. within the same brand)
will moderate the impact of the perceived threat on varietyseeking. Specifically,
when the decision involved choice across different brands, participants showed
higher variety-seeking under high (vs. low) perceived threat. However, the
opposite pattern was true when the decision involved choice within the same
brand. This research offers a deeper understanding of how variety-seeking can be
changed by the perceived threat of COVID-19.
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