Seeking variety on the move: The effect of residential mobility on variety seeking

Abstract Given the widespread occurrence of residential mobility, it is interesting that people are seeking stability. However, the current research finds otherwise and sheds light on how mobility impacts consumers’ variety seeking. An analysis of national panel data and four studies show that consumers with residential mobility behave more variably. Specifically, residential mobility can encourage consumers to seek more variety by increasing their change‐seeking mindsets. Voluntariness of mobility moderates the positive effect of residential mobility on variety seeking. These results were proven using past moving experiences (an exploratory study, Studies 2 and 3) or by manipulating residential mobility (Studies 4 and 5). Our research reveals the causal relationship, underlying process, and moderation between residential mobility and variety seeking, helping enterprises manage variety‐seeking behaviors.