Consumer Variety-Seeking Among Goods and Services: An Integrative Review

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Marketing Papers
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variety-seeking
choice behavior
choice models
Advertising and Promotion Management
Behavioral Economics
Business
Business Administration, Management, and Operations
Business Intelligence
Cognition and Perception
Cognitive Psychology
Management Sciences and Quantitative Methods
Marketing
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Kahn, Barbara E
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Reflecting the importance of variety-seeking in consumer choice, there has been an explosion of research in the marketing literature on this topic in the past decade. The goal of this paper is to provide an integrative review of the key findings. In particular, a conceptual, integrating framework for understanding the reasons why consumers seek variety is presented. Within this context, the implications of this research for retail and service management are discussed as well as a review of the measurement tools and predictive models of variety-seeking that have been proposed in the last decade.

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1995-07-01
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Journal of Retailing and Consumer Services
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