Date of this Version
Journal of Retailing and Consumer Services
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.
Originally published in the Journal of Retailing and Consumer Services © 1995 Elsevier
This is a pre-publication version. The final version is available at http://dx.doi.org/10.1016/0969-6989(95)00038-0
variety-seeking, choice behavior, choice models
Kahn, B. E. (1995). Consumer Variety-Seeking Among Goods and Services: An Integrative Review. Journal of Retailing and Consumer Services, 2 (3), 139-148. http://dx.doi.org/10.1016/0969-6989(95)00038-0
Advertising and Promotion Management Commons, Behavioral Economics Commons, Business Administration, Management, and Operations Commons, Business Intelligence Commons, Cognition and Perception Commons, Cognitive Psychology Commons, Management Sciences and Quantitative Methods Commons, Marketing Commons
Date Posted: 15 June 2018
This document has been peer reviewed.