If your favorite chocolate brownie ice cream were on sale, then surely buying a few containers to stock in your freezer would makes sense, right? Surprisingly, the answer may be no, according to recent research from Wharton marketing professor Barbara Kahn, who also serves as director of the school’s Jay H. Baker Retailing Center . In a paper titled “ Anticipation of Future Variety Reduces Satiation from Current Experiences ,” Kahn and her co-authors — Julio Sevilla from the University of Georgia and Jiao Zhang from the University of Oregon — debunk the notion that consumers respond positively to an endless supply of the exact same product. Through controlled lab experiments, Kahn and her team found that when consumers are offered more variety for future consumption, their perception of present satisfaction changes. The paper was published in the Journal of Marketing Research .…