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"The effect of purchase quantity and timing on variety-seeking behavior." Journal of Marketing Research (1990): 150-162. McAlister, Leigh, and Edgar Pessemier. "Variety seeking behavior: An interdisciplinary review." Journal of Consumer research 9, no. 3 (1982): 311-322. Kahn, Barbara E., and Alice M. Isen.
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 ]
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.
As part of consumer behavior, the buying decision process is the decision-making process used by consumers regarding the market transactions before, during, and after the purchase of a good or service. It can be seen as a particular form of a cost–benefit analysis in the presence of multiple alternatives. [1] [2]
Consumer culture is viewed as "social arrangement in which the relations between lived culture and social resources, between meaningful ways of life and the symbolic and material resources on which they depend, are mediated through markets" [2] and consumers as part of an interconnected system of commercially produced products and images which ...
Several different data collection methods provide information on the shopper's buying behaviour of a given brand: observations, intercepts, focus groups, diaries, point-of-sale and other data. Observations made before entering a store, in the store, and after exiting a store clarify when, what, where, why, who and how shopper behaviour occurs.
These assumptions, required for the development of a general theory of brand selection and brand purchase, are problematic, because the resultant theories tend either to misunderstand or to ignore the "irrational" element in the behaviour of the buyer-as-consumer; and because conspicuous consumption is a behaviour predominantly "psychological ...