Wanting a Bit(E) of Everything. The Role of Hunger in Variety Seeking

We examined whether consumers seek more or less variety when shopping on an empty stomach. The data show that hunger increases variety seeking when consumers make multiple food choices at once. In a first study, participants in the hungry condition selected a more varied flavor set than satiated participants. Food attractiveness mediated the hunger effect. In study 2, we manipulated food attractiveness by the presence of stale food. In study 3, we increased variety seeking by introducing an appetizing olfactory cue. Our findings provide theoretical insights on choice rules and suggest guidelines on the management of variety seeking