Choosing Less-Preferred Experiences for the Sake of Variety.

Data from several experiments show that, contrary to traditional models of variety seeking, individuals choose to switch to less-preferred options even though they enjoy those items less than they would have enjoyed repeating a more-preferred option. Two explanations for this finding are tested. Results indicate no evidence of a benefit to more-preferred options due to the contrast to less-preferred alternatives. However, the results of three studies suggest that retrospective global evaluations favor varied sequences that also include less-preferred items as opposed to sequences that only include more-preferred items, even though these more varied sequences result in diminished enjoyment during consumption. Copyright 1999 by the University of Chicago.