The Impact of Variety on Consumer Happiness: Marketing and the Tyranny of Freedom

Rémi Desmeules

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Remi Desmeules, M.Sc.B, University of British Columbia 2001. B.A.A. Universite Laval 1999. Mail: 104 3437 Oak Street, Vancouver, BC, Canada, V6H 2L7. Phone (604) 730-1761. Comments are highly encouraged and should be sent to remi@interchange.ubc.ca The author would like to thank special issue editor Harish Sujan and two anonymous reviewers for the very helpful comments in revising this manuscript.

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1980Feeling and thinking: Preferences need no inferences.1978Administrative Behavior: A Study of Decision-Making Processes in Administrative Organization.2000Self-regulation and depletion of limited resources: Does self-control resemble a muscle?2000When choice is demotivating: Can one desire too much of a good thing?1999Mass customization: The new frontier in business competition 1999Experiential marketing : how to get customers to sense, feel, think, act, and relate to your company and brands 1995The experience of regret: What, when, and why.1991Social Comparison and the Idealized Images of Advertising

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