A within-attribute model of variety-seeking behavior |
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Authors: | Michael D Johnson Andreas Herrmann Jens Gutsche |
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Institution: | (1) School of Business Administration, University of Michigan, 49109-1234 Ann Arbor, Michigan;(2) University of Mannheim, USA |
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Abstract: | Existing models view variety seeking as the result of differences in the level of attribute satiation across attributes. An alternative within-attribute variety-seeking (WAVS) model is proposed. The model posits that variety seeking occurs among the nested features, or meaningful value ranges, of an underlying dimension. The resulting pattern of consumption is represented as an oscillation about a consumer's ideal point on the dimension. An empirical study that illustrates different oscillation patterns is reported. |
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Keywords: | cognitive representation variety seeking satiation |
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