Part 3. Consumer Behavior
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Drolet, A. and He, D. 2010. Variety-Seeking. Wiley International Encyclopedia of Marketing.
- Published Online: 15 DEC 2010
Variety-seeking is a common consumer choice strategy. This article reviews several reasons why consumers variety-seek. Consumers seek variety for biological, utilitarian, and psychosocial reasons. In addition, this article reviews several moderators of consumers' tendency to vary their choice-making. In particular, this article considers both situational and person-specific factors that influence the amount of variety consumers will choose.