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 ()
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