When New Feels Good. Enhancing Variety Seeking by Using Subtle Priming
The literature shows that consumers can be characterized by their brand purchasing patterns. While some tend to repeat purchase, others seek variety in their purchases. In this article we examine the role of subtle situational cues (priming) in breaking through the buying patterns of consumers. Can we enhance people’s tendency to seek variety? In two experiments we investigate whether priming can enhance variety seeking behavior in a simulated shop environment. The results indicate no overall effect of priming; the likelihood of choosing a new or less well known brand is very low, certainly when the preferred brand is available. Only young women without preferred brand in the target category are influenced by the prime. We conclude that situational cues are not able to turn consumers into variety seeking in general but only under specific conditions.
Volume (Year): XLVIII (2003)
Issue (Month): 3 ()
|Contact details of provider:|| Postal: Naamsestraat 69, 3000 Leuven|
Web page: http://feb.kuleuven.be/rebel
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:ete:revbec:20030306. 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: (library EBIB)
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.