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Variety seeking or variety-seeking buying behavior describes consumers' desire to search for alternative products even if they are satisfied with a current product.
Simonson showed that when people have to make simultaneous choice (e.g. choose now which of six snacks to consume in the next three weeks), they tend to seek more variety (e.g., pick more kinds of snacks) than when they make sequential choices (e.g., choose once a week which of six snacks to consume that week for three weeks).
The related variety seeking, or variety-seeking buying behavior, describes consumers' desire to search for alternative products even they are satisfied with a current product. For example, someone may drink tea with lunch one day but choose orange juice the next day specifically to get something different. [ 3 ]
Leigh McAlister is a professor of business marketing at The University of Texas at Austin and is an executive director of the Marketing Science Institute.She is known for her work on retailing, consumer behaviour and variety seeking buying behavior.
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To attempt to persuade these consumers into habitual buying behavior, marketers will try to dominate shelf space, cut prices, or introduce new products. [5] If a low-involvement consumer continues to use variety-seeking behavior, brand loyalty is unlikely to be established.
Target has a new "weirdly hot" Santa Claus and the internet is swooning.. Kris K., Target's newest team member featured in the retailer's latest holiday ads, loves the holidays "way more than the ...
Cancer is typically treated with surgery, radiation and sometimes chemotherapy. But a new study suggests this standard protocol might not be necessary for a common form of early-stage breast cancer.