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Modeling Situational Factors in Variety Seeking Behaviour: An Extension of the Lightning Bolt Model

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  • Nanarpuzha, Rajesh

Abstract

Variety seeking behavior and its corollary, purchase reinforcement have been looked at from diverse viewpoints in marketing literature. One specific viewpoint has involved looking at the effects of variety seeking behavior on purchase behavior and brand preference. In the area of marketing modeling, variety seeking behavior has been looked at as a consequence of attribute satiation and inherent user preferences. However, the effect of situational variables on variety seeking behavior has often been overlooked. Chintagunta (1999) has made use of the lightning bolt model (Roy, Chintagunta, & Haldar, 1996) to isolate the effects of variety seeking behavior on brand preferences. However, the author has made use of the attribute satiation approach to model variety seeking behavior. In this paper, the attempt has been made to build on the lightning bolt model (Roy et al., 1996) and the variation proposed by Chintagunta (1999) to propose a conceptual model that incorporates the effect of situational variables on variety seeking behavior and thereby, brand preferences. The Indian kirana store and a large-format retail store have been contrasted to set the empirical context for the problem. Alternative methods have been proposed for data collection and for empirically testing the model in this particular context.

Suggested Citation

  • Nanarpuzha, Rajesh, 2013. "Modeling Situational Factors in Variety Seeking Behaviour: An Extension of the Lightning Bolt Model," IIMA Working Papers WP2013-12-04, Indian Institute of Management Ahmedabad, Research and Publication Department.
  • Handle: RePEc:iim:iimawp:12790
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    References listed on IDEAS

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    1. Moshe Givon, 1984. "Variety Seeking Through Brand Switching," Marketing Science, INFORMS, vol. 3(1), pages 1-22.
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    3. Rishin Roy & Pradeep K. Chintagunta & Sudeep Haldar, 1996. "A Framework for Investigating Habits, “The Hand of the Past,” and Heterogeneity in Dynamic Brand Choice," Marketing Science, INFORMS, vol. 15(3), pages 280-299.
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    5. Tülin Erdem, 1996. "A Dynamic Analysis of Market Structure Based on Panel Data," Marketing Science, INFORMS, vol. 15(4), pages 359-378.
    6. Belk, Russell W, 1975. " Situational Variables and Consumer Behavior," Journal of Consumer Research, Oxford University Press, vol. 2(3), pages 157-164, December.
    7. 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.
    8. 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.
    9. 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.
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