Year: 1995
Type: article
Abstract: 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.
Author: Barbara E. Kahn
Institution: University of Pennsylvania
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $4,510
OpenAlex ID: W2043922135