Moderating roles on individuals' decisions when making choices for others

Hung Chou Lin*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)


Previous studies have demonstrated that when the social context entails possible public scrutiny, consumers may change their judgments and choices to what is perceived to be socially desirable, while they may incorporate more variety seeking when they are making choices for others rather than for themselves. Building upon previous research and in an attempt to better understand consumers' variety-seeking tendencies, this study aims to uncover the underlying mechanisms for the self-other difference in the variety seeking tendency via experimental designs. This article discusses individual differences of gender, self-monitoring and maximizing tendency with respect to self-other differences when consumers incorporate variety seeking. Consistent with the proposed hypotheses, the results indicate that the individuals' differences tested in this article moderate the effects of self-other differences on variety seeking. Finally, the academic and practical implications are addressed.

Original languageEnglish
Pages (from-to)221-227
Number of pages7
JournalFood Quality and Preference
Publication statusPublished - 2014 Oct


  • Gender
  • Maximizing tendency
  • Self-monitoring
  • Self-other difference
  • Variety seeking

ASJC Scopus subject areas

  • Food Science
  • Nutrition and Dietetics


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