Standard Article


Part 3. Consumer Behavior

  1. Aimee Drolet1,
  2. Daniel He2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03028

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Drolet, A. and He, D. 2010. Variety-Seeking. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. 1

    UCLA Anderson School, Los Angeles, CA, USA

  2. 2

    The University of Chicago, Chicago, IL, USA

Publication History

  1. 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.


  • choice;
  • heuristics;
  • novelty-seeking;
  • variety-seeking;
  • utility