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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.
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 ]
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).
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.
Additionally, of the six facet scales used to define openness, only one of them (Actions) pertains to behaviour. The sensation-seeking scales on the other hand are more behavioral in content, and sensation-seeking does not have a clearly defined relationship to the five factor model, suggesting it is related to an independent basic factor.
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1. Chocolate Fondue. Think of that fondue fountain at the buffet as Willy Wonka's sacred chocolate waterfall and river. The chocolate must go untouched by human hands, or it will be ruined.
The Sensation Seeking Scale is one of the most common psychological instruments for measuring sensation seeking. It was created in 1964 by Marvin Zuckerman , at the University of Delaware . [ 1 ] Zuckerman created the scale with the purpose of better understanding personality traits such as neuroticism , antisocial behavior , and psychopathy ...