Variety-Seeking and Perceived Expertise
Aner Sela, Liat Hadar, Siân Morgan, Michal Maimaran
Journal of Consumer Psychology · 2019 · Volume 29 · Issue 4
Abstract
People often infer expertise from the choice of unique, rare, or sophisticated options. But might mere variety-seeking also serve as a signal of expertise, and if so, how? Six studies show that the relationship between variety-seeking and perceived expertise is not unidirectional and depends on the perceiver's own level of expertise. Category experts perceive lower variety-seeking as indicative of discernment, which in turn increases perceived expertise in that category. Consequently, experts choose less variety to portray themselves as experts. In contrast, novices perceive high variety-seeking as indicative of category breadth knowledge, which in turn increases their perception of category expertise. Consequently, novices choose more variety to portray themselves as experts. The findings make novel theoretical contributions to research on variety-seeking, consumer expertise, and social perception, as well as practical contributions for marketers of product assortments and bundles.
Keywords
Choice, Variety-seeking, Expertise, Social perception, Signaling
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