Variety-Seeking Behavior and Information Processing in Choosing a Vacation Destination
研究消费者选择度假目的地时，如何通过空间距离和活动信息感知多样性，发现人们偏好远方目的地，但若活动信息充足则更看重活动数量。
This study investigates broad versus specific levels of perceived variety seeking when choosing a vacation destination. In general, consumers use two criteria to evaluate where to vacation: the novelty of the destination relative to their current place and the potential variety of activities offered. Consumers’ perception about these criteria is regulated at a broad level through spatial distance information, and at a specific level through activity information. Findings from experiments indicate that people prefer taking vacations to distant (vs. close) places. However, when both types of vacation information are available, people prefer a destination with more activities regardless of spatial distance. Process evidence suggests that analytic (vs. holistic) information processing and variety seeking at a specific (vs. broad) level drive the findings.