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Variety-seeking in Product Choice Behavior

其他書名	Theory with Applications in the Food Domain
出版	Landbouwuniversiteit te Wageningen, 1995
ISBN	90548539489789054853947
URL	http://books.google.com.hk/books?id=mVhEAAAAYAAJ&hl=&source=gbs_api

註釋Meaningful investigation of variety-seeking behavior intensity requires an a priori specification of a set of choice alternatives among which the phenomenon is being investigated. This researcher-based demarcation of the relevant choice set is to some extent arbitrary and can be made at different levels of abstraction of product definitions. For example, variety-seeking behavior may be investigated at the level of different product types within a particular product category, such as different types of vegetables, fruits, drinks (coffee, tea, beer, soft drinks etc), or desserts (e.g. ice cream, flavored yogurt etc). However, the phenomenon can also meaningfully be explored at the level of different items within a product type (e.g. different flavors of yogurt, different brands of beer etc.). The level of abstraction at which variety-seeking behavior is investigated will influence the relative importance of the different underlying psychological processes for variety-seeking behavior and consequently the variety-seeking behavior intensity observed. The varietyseeking model attempts to account for these differences in variety-seeking behavior intensity through the incorporation of product-related determinants that may generalize across product levels. Perceived differentiation among the alternatives in the choice set to a large extent accounts for these differences. For example, at the level of product types within a particular product category, alternatives in the consumer's choice set are likely to have a considerable degree of perceptual variation, while all being capable of satisfying the identified need adequately (i.e. low preferential differentiation). At this level, all three underlying psychological processes for variety-seeking are likely to contribute to the stimulation of variety-seeking behavior. On the other hand, at the level of brands within a narrowly defined product type (e.g. coffee or cigarettes), the perceived perceptual differentiation among alternatives is likely to be considerably smaller. In such instances, attribute satiation is less likely to be an important underlying motivator for variety-seeking behavior, simply because the items in the (researcher-defined) choice set only have a very limited capacity of relieving this attribute satiation. Consequently, at this level of product definition, variety-seeking behavior will mainly result from boredom and curiosity and variety-seeking intensity may be lower. On the other hand, for some products, perceptual differentiation within the product type can be considerable even when preferential differentiation is small. For example, this would be the case for different flavors of a product type, such as flavored yogurt. In those instances when perceptual differentiation will be higher, all three underlying processes for variety-seeking behavior may contribute and variety-seeking behavior intensity would be expected to be higher. Suggestions for future research.