Parenting motivation, the inspiration and drive to take care of one's children, is a powerful instinct for facilitating human reproduction. In a set of hypotheses, the authors address how, why, and among whom parenting motivation affects a pervasive decision-making tendency, namely, variety seeking. Six studies, including a large-scale panel data study and five online and lab studies, show that, when shopping, parenting motivation spurs feelings of time crunch that result in less variety seeking among consumers. The effect is diminished when time-saving parenting support exists (which reduces feelings of time crunch in parenting), when consumers are led to believe that they have sufficient time available for shopping, and when they do not have much loyalty to any brand offered in the choice set and thus cannot save time by simply choosing the top-of-mind product option. The current research thus contributes to the growing literature on how parenting motivation affects consumer decision making. In addition, it augments the literature on variety seeking by identifying an important factor that can influence it.
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