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Consumers' Variety Seeking Tendency with Respect to Foods: Measurement and Managerial Implications


  • van Trijp, Hans C M
  • Steenkamp, Jan-Benedict E M


Consumers' variety seeking tendency (intrinsic desire for variety) is recognized as an important characteristic that influences consumers' food choice behavior. Empirical studies in economics and marketing have not specifically focused on this consumer characteristic, but instead have approached the issue from the overt behavior side. Given the great many factors that may underlie variation in behavior, intrinsic desire for variety cannot be validly derived directly from observed behavior. Instead, a measure specifically tapping this consumer characteristic is required. In this paper a scale (VARSEEK) for measuring consumers' variety seeking tendency with respect to foods is developed. The construct validity of this VARSEEK-scale is investigated extensively and managerial implications are discussed. Copyright 1992 by Oxford University Press.

Suggested Citation

  • van Trijp, Hans C M & Steenkamp, Jan-Benedict E M, 1992. "Consumers' Variety Seeking Tendency with Respect to Foods: Measurement and Managerial Implications," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 19(2), pages 181-195.
  • Handle: RePEc:oup:erevae:v:19:y:1992:i:2:p:181-95

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    Cited by:

    1. Thiele, Silke & Weiss, Christoph R., 2001. "Variatio Delectat Consumer Demand for Food Diversity," FE Working Papers 0102, Christian-Albrechts-University of Kiel, Department of Food Economics and Consumption Studies.
    2. Thiele, S. & Weiss, C., 2003. "Consumer demand for food diversity: evidence for Germany," Food Policy, Elsevier, vol. 28(2), pages 99-115, April.
    3. Farrell, Terence C., 2001. "Modelling Meat Quality Attributes," 2001 Conference (45th), January 23-25, 2001, Adelaide, Australia 125624, Australian Agricultural and Resource Economics Society.

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