Variety-seeking in joint decisions: the role of reciprocity

Consumers typically switch between different alternatives when choosing multiple times from the same product category. Although this phenomenon of variety-seeking has received considerable attention, literature has primarily focused on decisions made by only one person. However, consumers frequently choose jointly with their peers. This situation often implies different decision processes and outcomes compared with individual choices. We address this gap in two studies. The participants chose either in groups of two people (i.e., dyads) or alone. We found that dyads exhibited a higher level of variety-seeking than individuals, with reciprocity working as a key driver of dyadic variety-seeking. Furthermore, the variety behavior of a dyad decreased when the favorite alternatives of both dyad members were the same, positioning preference alignment as a moderator. Finally, the analysis of impression management concerns showed that it was the difference in scores between dyad members, rather than their individual levels, that significantly affected dyadic variety-seeking.