Do consumer perceptions matter in measuring choice variety and variety seeking?
This research marries scanner panel choice data of consumers in single member households to their survey-based perception data and draws upon behavioral and modeling research to contribute to the variety seeking literature. It presents a new consumer-based measure of choice variety based on inter-product similarity perceptions and illustrates that others-based (i.e., researchers, managers, and retailers) measures of choice variety such as number of brand switches underestimate choice variety. Moreover, incorporating the consumer-based measure instead of others-based measures in latent class models improves their efficiency of classifying households into high versus low variety seeking. The consumer-based measure of choice variety is valid in terms of its positive relationship with consumer's intrinsic or trait-based variety seeking tendency. Theoretical (market structure, consideration set) and managerial implications (targeting of price promotions to reduce spending, product design, cross-price elasticity) of the findings are offered.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 67 (2014)
Issue (Month): 1 ()
|Contact details of provider:|| Web page: http://www.elsevier.com/locate/jbusres|
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Kahn, Barbara E & Wansink, Brian, 2004. " The Influence of Assortment Structure on Perceived Variety and Consumption Quantities," Journal of Consumer Research, Oxford University Press, vol. 30(4), pages 519-533, March.
- Minakshi Trivedi & Frank M. Bass & Ram C. Rao, 1994. "A Model of Stochastic Variety-Seeking," Marketing Science, INFORMS, vol. 13(3), pages 274-297.
- Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1992. " The Role of Optimum Stimulation Level in Exploratory Consumer Behavior," Journal of Consumer Research, Oxford University Press, vol. 19(3), pages 434-448, December.
- Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, Oxford University Press, vol. 13(4), pages 411-454, March.
- Pradeep K. Chintagunta, 1999. "Variety Seeking, Purchase Timing, and the "Lightning Bolt" Brand Choice Model," Management Science, INFORMS, vol. 45(4), pages 486-498, April.
- Fader, Peter S. & Hardie, Bruce G. S., 2002. "A note on an integrated model of customer buying behavior," European Journal of Operational Research, Elsevier, vol. 139(3), pages 682-687, June.
- Baudisch, Alexander Frenzel, 2007.
"Consumer heterogeneity evolving from social group dynamics: Latent class analyses of German footwear consumption 1980-1991,"
Journal of Business Research,
Elsevier, vol. 60(8), pages 836-847, August.
- A. Frenzel Baudisch, 2006. "Consumer heterogeneity evolving from social group dynamics. Latent class analyses of German footwear consumption 1980-1991," Papers on Economics and Evolution 2006-04, Philipps University Marburg, Department of Geography.
- McAlister, Leigh & Pessemier, Edgar, 1982. " Variety Seeking Behavior: An Interdisciplinary Review," Journal of Consumer Research, Oxford University Press, vol. 9(3), pages 311-322, December.
- Menon, Satya & Kahn, Barbara E, 1995. " The Impact of Context on Variety Seeking in Product Choices," Journal of Consumer Research, Oxford University Press, vol. 22(3), pages 285-295, December.
- Barbara E. Kahn & Jagmohan S. Raju, 1991. "Effects of Price Promotions on Variety-Seeking and Reinforcement Behavior," Marketing Science, INFORMS, vol. 10(4), pages 316-337.
- Sharma, Piyush & Sivakumaran, Bharadhwaj & Marshall, Roger, 2010. "Impulse buying and variety seeking: A trait-correlates perspective," Journal of Business Research, Elsevier, vol. 63(3), pages 276-283, March.
- Jaehwan Kim & Greg M. Allenby & Peter E. Rossi, 2002. "Modeling Consumer Demand for Variety," Marketing Science, INFORMS, vol. 21(3), pages 229-250, December.
- Inman, J Jeffrey, 2001. " The Role of Sensory-Specific Satiety in Attribute-Level Variety Seeking," Journal of Consumer Research, Oxford University Press, vol. 28(1), pages 105-120, June.
- Desai, Kalpesh Kaushik & Hoyer, Wayne D, 2000. " Descriptive Characteristics of Memory-Based Consideration Sets: Influence of Usage Occasion Frequency and Usage Location Familiarity," Journal of Consumer Research, Oxford University Press, vol. 27(3), pages 309-323, December. Full references (including those not matched with items on IDEAS)
When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:67:y:2014:i:1:p:2786-2792. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.